Americans love an underdog. The more unlikely the victory, the more we cheer for David’s triumph over Goliath. In the 2018 National Hockey League playoff, an expansion team, the Vegas Golden Knights, shocked the experts. They weren’t supposed to accomplish very much in their first year. The odds against them ran as high as 500-1.
Well, the Knights didn’t pay any attention to everyone who claimed to know better. Instead, they played hard, smart and with a lot of heart, winning the Western Conference title against long-established, well-funded teams who looked down their noses at them.
Our Challenge – the Startup vs. the Giants
We recently found ourselves in a similar situation. Our client was a startup fighting to compete against large companies with massive marketing budgets. Their marketing budget for the project? $1,000. To put it in context: for their competitors, $1,000 wouldn’t pay for the catered lunch.
How could we compete and get a big win for our client? With two simple words: creativity and technology. Creativity levels the playing field. Married with technology, you have a winning team with the power to compete against companies paying big money to out-market their competitors and squash them into irrelevance.
The Client Meeting
Create a 16 page die-cut product sales brochure with a built-in pocket folder. Our client, Stone Barn Floors, also needed a series of top-notch, professional shots displaying their flooring products in different, high-end room settings.
The budget for a piece like this could be 50 times higher than what we had to work with. During our initial meeting, our client showed us samples of their competitors’ “spare-no-expense” brochures, gorgeous examples of what big budgets can buy. Yeah, we’re definitely the underdog here.
Two key goals:
- Highlight the range of their products from a variety of luxury vinyl flooring collections.
- Feature their flooring in various luxurious room settings such as a seaside villa, mountain getaway, high-end home kitchen, etc. You get the idea.
The challenging reality:
- A tight deadline with a new regional distributor launch just weeks away
- Only a few flooring samples available for the shoot
- The only installed sample available was in our client’s bedroom
- No commercial installations available to shoot
- No budget to hire an interior designer, stylist or architectural photographer
It was going to be tougher than expected. Regardless, we still needed to showcase Stone Barn’s Luxury Vinyl Flooring in a range of different room settings in order to compete with top brands like Armstrong and Shaw.