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This week, Dream Doors – with 40 franchised outlets, the UK’s largest kitchen facelift retailer – has begun a three-week national television advertising campaign. A total of 45 half-minute advertisements will be shown at pre-selected times on the digital channel, ITV3. The channel targets viewers aged 55 and over with classic series such as Poirot and Heartbeat, appealing to Dream Doors own customer base of mature home owners.
Says Dream Doors founder and Managing Director, Troy Tappenden: “Since starting out more than 12 years ago, we’ve known that most of our customers are in their 60s. They love the convenience of a kitchen facelift, whereas younger customers are more inclined to buy flat-packed, and will either install it themselves or have a friend who knows how to fit kitchens. They don’t mind the hassle as much as older customers who’ve probably experienced the headache of having a full kitchen fit-out at least once in their lives!”
He adds: “In the last year we’ve conduced more than a thousand consumer surveys and learnt that 81% of our customers are over 60, and in fact, 95% are over 45. The programmes on ITV3 appeal perfectly to this target demographic, and that’s why we chose it. I’m very excited about this new campaign, which complements the print and digital marketing activities we already employ. It will raise the profile of Dream Doors higher than it already is and is certain to generate even more enquiries for our franchisees.”
ITV3 is the second most popular channel in multi-channel homes and has more ABC1 viewers – home owners with disposable income – than any of its direct competitors.
The Dream Doors advert was designed to deliver a high volume of relevant information in just 30 seconds, with the words appearing on screen for the benefit of those with a hearing impairment. The advert was created in partnership with independent consumer monitoring scheme, Checkatrade, which has worked closely with Dream Doors for a decade.
Says Tappenden: “Aside from the cost and convenience benefits of a kitchen facelift, we know that our customers like dealing with a local business that has the backing of a national brand. Our surveys prove that their greatest reason for choosing Dream Doors is our reputation. To them, it’s about dealing with a brand they can trust, and it’s why we maintain strong links with Checkatrade. That way, everything we do is transparent, and people know we’ve got nowhere to hide if anything goes wrong!”
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