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Tru Vue

Problem

Tru Vue is the leading manufacturer of acrylic glazing products for custom framing and fine art conservation. A new brand, Optium®, offers substantial benefits and advantages in comparison to glass and competitive glazing, at a significant price premium. Target audiences including curators and conservation professionals tend to resist change, while the economy has reduced budgets. Finally, a new product extension, Optium® Museum Display Acrylic™ is used for display cases, and moves Tru Vue into new segments beyond flat/fine art. Additional targets include exhibit designers, architects and exhibit fabricators.

Solution

FUSION b2b created an integrated marketing program to launch Optium to each of its target markets. A national print advertising campaign highlighted high profile institutions with the testimonial campaign entitled Profiles in Fine Art. A complete literature suite was developed, along with an extensive sample kit comparing Optium (swatches) to other conventional products, supported by photos and performance charts. Other tactics included new web content, social media (Twitter, Facebook and YouTube pages), an email campaign to support a company-sponsored Grant Program, and finally a live event that is now available as a webcast.

The results—Tru Vue and Optium are now positioned as the undisputed leader in glazing for fine art and exhibition displays.

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