Stonex knows stone. Specializing in granite, quartz and marble, they are southern Ontario's top fabricator and installer of stone surfaces (think kitchen countertops, bathroom vanity tops and fireplace surrounds).
Before working with Hop Skip, Stonex was not well-versed in marketing. They felt their marketing effort could be improved. They were running radio ads, local promotion and had a website, but they weren’t sure what was working and what wasn’t. They wanted a marketing partner who could develop and execute strategic marketing to generate higher foot traffic and increase sales.
Our starting point was discovery in order to build the strategy. During our analysis, we uncovered significant issues that were impacting the customer experience and represented lost sales opportunities:
Based on these findings and the company's growth priorities and budget, we developed a 12-month action plan. Read on to find out what we did and the impact it made.
Before working with Hop Skip, Stonex was not well-versed in marketing. They felt their marketing effort could be improved. They were running radio ads, local promotion and had a website, but they weren’t sure what was working and what wasn’t. They wanted a marketing partner who could develop and execute strategic marketing to generate higher foot traffic and increase sales.
Our starting point was discovery in order to build the strategy. During our analysis, we uncovered significant issues that were impacting the customer experience and represented lost sales opportunities:
- They were hard to find online
- They looked and sounded like their competitors
- Their website content was not a great resource for buyers
- There were gaps in their customer communication that led to poor customer experiences and lost sales
Based on these findings and the company's growth priorities and budget, we developed a 12-month action plan. Read on to find out what we did and the impact it made.
Find out what happened when this large Southern Ontario stone supplier invested in (Hop Skip) marketing
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- Multi-year marketing strategy & planning
- Brand strengthening
- Brand awareness through radio, print, digital and partnerships
- Product line expansion
- Digital transformation
- Customer experience improvement
- Sales/marketing alignment
- Improved marketing measurement and reporting
- Events & tradeshow
- Direct mail
- Promotional gear
WHAT WE DID
From first impression to loyal customer.
This process, crafted in collaboration with the sales and operations, quickly identified areas that needed attention: Here are some of the things we put in place to create a tigher journey, end to end.
To strengthen Stonex’s presence in the marketplace and help more buyers find it, we expanded the ad types and geography. This included testing several types of advertising, as well as installing a tracking system to measure the return on investment. We also changed how they were spending their advertising money by moving from mass advertising to ads targeting specific audience segments.
With many options for buyers to choose from, we gave people compelling reasons to buy from Stonex by employing differentiation in their storytelling. We also added website content to answer common questions and guide people through the natural buying process. Lastly, we modified the appearance (design) of the brand so that it supported the differentiation. Our emphasis on quality, selection, and design was now part of how we presented the company as a whole. This extended to a logo adjustment and tagline.
Next, we added software and automation to improve the customer experience. In collaboration with Stonex’s internal operations and showroom staff, we launched an electronic welcome system in the showrooms to get customers checked in right when they enter the showroom. That check in triggers an email automation campaign that supports customers through the process of selection, manufacturing, installation and product care. We also created several pieces of printed collateral to educate customers on the product range and improve their shopping experience.
When the pandemic started, our team further transformed the customer showroom experience into a virtual experience.
Lastly, we implemented tracking and regular reporting to calculate ROI on marketing activity. Now Stonex doesn't wonder what's working and what's not.
To strengthen Stonex’s presence in the marketplace and help more buyers find it, we expanded the ad types and geography. This included testing several types of advertising, as well as installing a tracking system to measure the return on investment. We also changed how they were spending their advertising money by moving from mass advertising to ads targeting specific audience segments.
With many options for buyers to choose from, we gave people compelling reasons to buy from Stonex by employing differentiation in their storytelling. We also added website content to answer common questions and guide people through the natural buying process. Lastly, we modified the appearance (design) of the brand so that it supported the differentiation. Our emphasis on quality, selection, and design was now part of how we presented the company as a whole. This extended to a logo adjustment and tagline.
Next, we added software and automation to improve the customer experience. In collaboration with Stonex’s internal operations and showroom staff, we launched an electronic welcome system in the showrooms to get customers checked in right when they enter the showroom. That check in triggers an email automation campaign that supports customers through the process of selection, manufacturing, installation and product care. We also created several pieces of printed collateral to educate customers on the product range and improve their shopping experience.
When the pandemic started, our team further transformed the customer showroom experience into a virtual experience.
Lastly, we implemented tracking and regular reporting to calculate ROI on marketing activity. Now Stonex doesn't wonder what's working and what's not.
Mapping Stonex’s customer journey was telling.
We put our trust in Hop Skip Marketing to develop and execute a customized and strategic marketing plan, and it paid off—big time. Within months of working with Hop Skip, we began to see our sales increase. They also brought much-needed structure to our internal processes, which has benefited both our staff and customers greatly. As an independent business owner, I take great comfort in knowing that Hop Skip Marketing is looking out for my best interests by continually optimizing our marketing strategy in order to reap the best results.”
Scott Morrell, Owner of Stonex
Scott Morrell, Owner of Stonex
What Stonex has to say ...
Creating the Stonex Brand Experience
Over years, we have thoughtfully crafted a consistent, compelling brand experience that begins the first time someone finds Stonex and continues through to repeat purchases. From the tone and messaging in our radio ads, to customer communication, post-purchase touchpoints and B2B buyer events—our marketing tactics have increased revenue, sales and reputation.
Just six months into executing the marketing plan, Stonex achieved record sales, including two of their best sales months ever, and we haven't looked back.
The improved shopping experience resulted in fewer complaints and more positive reviews. And the automated email nurturing campaign does a good job of engaging customers throughout the process, as evidenced by the well-above average open rate of 60% open rate, and 30% click-through rate. The end result is an improved customer experience and smoother internal process. These are the kinds of results we love to deliver for our clients!
We started working with Stonex in 2018 and our work for them continues today. We've supported new location launches, product line expansion and are now in the midst of a digital transformation.
The improved shopping experience resulted in fewer complaints and more positive reviews. And the automated email nurturing campaign does a good job of engaging customers throughout the process, as evidenced by the well-above average open rate of 60% open rate, and 30% click-through rate. The end result is an improved customer experience and smoother internal process. These are the kinds of results we love to deliver for our clients!
We started working with Stonex in 2018 and our work for them continues today. We've supported new location launches, product line expansion and are now in the midst of a digital transformation.
The result: record sales with an enhanced customer experience
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