Olympia Tile is an international powerhouse in the tile industry. As the largest importer of tile in Canada and a top one in the US, the company sought to connect with their community of designers, architects, and contractors online. Our team helped them create digital communities to foster those relationships online.
Olympia Tile is a tile distributor in North America with unmatched selection and inventory options. A global leader in the ceramic tile industry, the company has dozens of locations across the United States and Canada. When the team approached us in 2015, they understood the opportunity social media and digital held for businesses but unsure of where to start.
Our team started things off with a competitive analysis, to understand the home improvement industry and their target audiences. We paid special attention to competitors who had high levels of engagement and interesting, valuable content.
After the competitive analysis, we made recommendations on the best social media channels to invest time and energy in. The usual suspects like Instagram and Facebook were obvious, but others like Houzz and Pinterest which were top choices for design content were also selected.
Our team put together a content calendar, which Olympia’s team reviewed and approved. Our content was a mix of industry best practices, design inspiration, and product visuals – we hoped to provide design inspiration as well as product information in our posts.
Most of our initial content consisted of rendering provided by the tile manufacturers, which made our visuals pretty repetitive. We developed a content generation system to encourage Olympia’s many clients to easily share their projects. The result was a source of original content showing the unique ways designers actually used Olympia products.
In addition to social media, we also wanted to build a robust email marketing audience, which Olympia could leverage to send out important announcements, product launches, etc. We worked with Olympia’s various locations and sales reps to gather thousands of emails and get explicit permission for email communication. We segmented our email audience by customer type and geography to send more targeted campaigns.