Vancouver-based Tilano Fresco, manufacturer of a diverse line of decorative tile-making kits, offers artsy craftsy people a new play on the old-world art of "fresco". Each kit provides buyers with all the supplies and instructions needed to personalize their project by transferring their photos onto a decorative fresco tile, marble coaster, glass, or canvas (depending on which type of kit is purchased). Because Tilano Fresco's products are not quick and easy to describe to customers, the company has had to figure out less traditional, creative marketing strategies to engage their target audience. www.tilanofresco.com
Vital Statistics:
Location: Vancouver, BC
Number of employees: 7 full time, one part time
Retail stores carrying products: 3,500 in North America, 85% of these are in the US
Years in operation: since 2002
Annual revenue growth since inception: The business quadrupled in size in its first three years. The company then experienced a plateau — in part because it stopped being progressive. The owners are now focused on taking the business to the next level.
Product line description: Currently there are six core products. The company is releasing its largest number of new products this fall, including five new products.
Many unique businesses have discovered the hard way that, in the marketplace, the flip side of being innovative is that people don't understand what you're selling.
For a unique business like this, the million dollar question is: how can I explain my products or services when they are outside of most people's realm of conceptualization?
The answer is not that complicated. As I've seen in my experience working with many companies like this, the most effective approach is to find and nurture a community of enthusiasts who are proponents of what you're selling. You need to identify exactly who these people are and to let them know how much they need what you're selling.
Assuming you have something people need and want, finding the first batch of influential enthusiasts will lead to a chain reaction, well described in Malcolm Gladwell's best-selling, The Tipping Point. Gladwell does a great job of showing how the most effective way to promote a new business, product or brand is to become adopted by a group of trend-setting influencers who become fans of your business, and essentially are able to do your marketing for you. Of course the theory is easy. The real challenge is in its practical application.
Case in point - Vancouver-based Tilano Fresco, manufacturer of a unique line of decorative tile-making kits, quickly discovered at it's inception in 2002 that it was selling a product line the mass market didn't really understand or relate to. Based on this realization, the company decided to investigate and leverage its early market adaptors to determine exactly where it should be marketing and how it should be marketing.
Explains Randy Orr, Founder, Tilano Fresco, "We knew we needed to focus on people who did get what we were doing, so we honed in on a community of creative individuals already engaged in "arts and crafts" in various forms. There already were enthusiasts out there who shared our values. We tapped into the community of scrap bookers/designers- people who essentially are looking for creative ways to create art that incorporates their personal lives, and adds to their décor. Over the past several years, this initial group of adaptors has been the leverage that has introduced us to and helped us discover new communities of people who are looking for products like ours."
Finding innovative ways to leverage the creativity of enthusiasts has become the foundation for this company's marketing plan. Its initial product enthusiasts have developed into a cult-like following; these people sign up for product updates online and share anecdotes and pictures of their fresco creations. Tilano Fresco has developed marketing strategies that offers these VIP customers free products in exchange for rights to use the pictures/images of exceptional creations (judged by staff). The results of this competition demonstrate to potential customers the extent of what can be done with Tilano Fresco products. Consciously or otherwise, by personally engaging with its customers, the company has strengthened its brand loyalty as well.
