Chromatix Paint
About the Client
Chromatix is a Portland based family business that offers top-quality architectural finishes, from traditional American paints to exclusive European and Australian lines. It custom mixes exact colors and finishes for architects, specifiers, designers, contractors and home owners. Customers can watch their paint being made, or they can simply relax with a mocha or latte at Chromatix’s espresso bar.
Objectives
Opened in 2004, Chromatix had done limited advertising but the results had been unsatisfactory. They engaged Galvin Communications to create word of mouth buzz instead. Our goal was to drive sales by letting people in Portland know that there was a new kind of paint store in town, carrying a new (and better) kind of paint.
Results
The store did not have an Internet presence and our first order of business was to create a website that would become its primary marketing tool. The site was designed to convey the Chromatix difference – e.g., the coffee bar in the showroom, the high-quality product line, and the fact that the business was run by three generations of the Wierson family. Through keyword optimization we ensured that the website placed prominently on search engines, and we assisted Chromatix in soliciting client testimonials to be used as marketing collateral.
Our media outreach efforts led to articles in the Portland Business Journal and the Oregonian, and we provided media training for an appearance by Chromatix’s Jim Wierson II on Fox’s “Good Day Lifestyles.” Lastly, we developed specific recommendations to help Chromatix build word-of-mouth locally, including strategies for joining networking groups and partnering with relevant non-profits.