BMR Group has adopted new marketing, touting its stores as the destination for pros. Montreal creative agency Ig2 is delivering a multi-platform marketing campaign for the retailer. The messages were unveiled in April through various media in Quebec, Ontario, and the Maritimes, including TV, radio, billboards, and digital media.
The campaign features taglines that target the contractor customer: “Pour les vrais” (“For the real ones”), “Built for pros,” “The experts’ centre,” and “Less dryers, more drywall.”
“At its core, BMR is defined by exceptional customer service, a team of dedicated experts, a high-quality inventory, and a well-established network,” BMR CEO Alexandre Lefebvre said in a release. “This new image reinforces our industry-recognized commitment to quality, while staying true to the core values that have made us successful.”
“We wanted to realign our focus on experts to evolve BMR’s brand positioning and image, to become the experts’ centre for professionals,” Marlène Hins, BMR’s VP of marketing and communications, told PRO Dealer Business. The marketing campaign, she explained, is “based on three key pillars: local, expertise, and products—the right product and quality.”
BMR, she adds, is “already a destination for the contractor clientele but we wanted to put the focus of our campaign on this very business segment, which is one of the pillars of our growth strategy.” At the same time, the company is also keeping a focus on a more skilled retail customer, “DIYers who aspire to be considered pro,” says Hins.
The new campaign encompasses all BMR brands. “Our brand positioning and marketing campaign include all our banners—BMR, BMR Express, BMR Pro, and Potvin & Bouchard—from smaller stores to larger locations, because they all serve, to a certain extent, the pro clientele.”
