| Rizzuti/Austin and its team have engineered a phenomenal launch of the Bella Cera Hardwood Flooring line, out of South San Francisco. Due to strict client NDA we are only able to describe parts of what we did. First, we developed smart strategy to differentiate this line from the dozens of competitors in the field. Second, the team of Guy Lyman (a 25-year associate of Rizzuti) and super-star designer Sharrie Brooks designed a page-stopping ad called “Passion.” That ad can be seen in our portfolio. It was shot in New York by one of America’s top photographers. The ad has generated a significant amount of response even though it has been running only 3 months.
The second part of the integrated campaign is a magnificent website (designed by Sharrie and written by Guy). Check it out a www.bellacerafloors.com and judge for yourself.
The third part of the integrated push was a revolutionary, unprecedented “in-store” closing the sales loop campaign called “Bella Cera, First.” (All Bella Cera Flooring is sold exclusively through store dealers.) This program was designed by John Rizzuti working very closely with leading Bella Cera distributor Adleta. “Bella Cera, First” is innovative, powerful and gives Bella Cera the opportunity to capitalize on the clutter of dozens of competitors in the category. The name alone suggest why this can work.
I am allowed to say that sales have “gone through the roof.” We don’t deserve all the credit, by we did engineer the strategy and the campaign, Adleta was also extremely helpful. |
