Wolf Custom Finishes
One man painting homes in Park City, Utah. It's a living.
But maybe not enough of one. Yet. Painter Matt Wolf decided it was time to grow up and package his business. And, with a business that works on showcase homes in an upscale resort town, the packaging required a distinctive and elevated tone. This is about more than just slapping on a coat of paint. This is about making the best possible presentation of dramatic spaces with showpiece potential. This elevation in Matt's style and POV had to start at the top. First came changing the man's wardrobe. He became the only house painter in town who showed up at the initial consultation wearing a sport coat with his jeans. Positioning him as a fine artist (which he is), and packaging him in a way that appeals to the upscale homeowner completely changed Matt's relationship with his business and his clients,
Wolf Custom Finishes. "It's not just paint. It's how you look."
Even a modest marketing budget can be used to communicate to a well-heeled prospect about a high-end service. In this case, it started with an striking series of postcards designed to elevate house paint to an attitude about interiors not previously seen in town. And this was direct response with a hard offer: the back of the card has an invitation to call for a free, in-home, coffee & bagels consultation to seal the deal.
Door hangers. Not the sexiest of ad media--but big results are always sexy. Left hanging on a door knob in a clear sleeve, the package is fronted by a graphic "W." Inside, is a personal letter from the business owner, inviting the homeowner to avail herself of a free coffee & bagels consultation. And lastly, the brand is reinforced by a folding pocket mirror bearing the tag line, "It's not just paint. It's how you look."