Lamin Arts: Brand Development
Lamin-Art is the North American design leader in architectural surfaces, including decorative laminates, pre-finished wood veneers, and embossed metallic designs. The first company to introduce cutting-edge pearlized and metallic inks to the printing process, Lamin-Art has been a pioneer in surface material innovation for decades.
As acting marketing department for Lamin-Art, IDM was tasked with providing daily marketing support ranging from strategy to tactical execution. We were wholly responsible for developing the company’s annual marketing plan and budget, conceptualizing and executing 2-5 new product introductions per year; designing all print and digital assets; and offering support in all areas of marketing, website development and maintenance, email marketing, lead generation, and tradeshow events.
Lamin-Art is an innovative company that has been at the forefront of development in the surface laminate industry for decades. Our challenge was to match their innovation with our own by developing unique and effective marketing strategies through a combination of analytical research and creative expertise. In an industry crowded with competitors, IDM was tasked with creating messaging strategies that would uphold Lamin-Art’s position as producer of premium products as well as generate qualified leads for the company and increase sales.
With a comprehensive strategy that blended in-depth industry research with out-of-the-box creativity IDM developed innovative marketing communications for Lamin-Art that not only moved product, they inspired the target audience. We established KPI’s to align both the internal and client teams under a common goal and achieve synergy across the board.
Specific areas of support provided by IDM included the design of sampling tools, management of all media placements, the creation of many campaigns, the design and execution of a new website, ongoing inbound marketing and lead generation, and the creation of an innovative social media strategy.
On the traditional media side, we executed a full-fledged PR campaigns. On the sales end of the business, crafting White Papers and CEUs for the industry and developing an internal Salesforce interface system.
In order to stay ahead of the trends and re-enforce Lamin-Art’s position as pioneers in the industry, we implemented a proprietary future probe workshop to determine future product introductions that would keep Lamin-Art at the forefront of innovation.
With a smart and consistent use of strategy, creative and innovation, IDM delivered outstanding results for Lamin-Art. We also successfully launched four new product introductions in 2015, each with their own unique message, all the while further establishing Lamin-Art’s pre-eminence within the surface material industry.