Case Study · Premium Kitchens · Luxury Kitchen Design
A remodeler repositioned as the luxury design partner it already was.
Premium Kitchens designs and builds high-end kitchens across South Florida, with showrooms in Boca Raton, Palm Beach and Fort Lauderdale. The craft was never in question, but the marketing spoke to bargain hunters, and the leads showed it.
This engagement was led by Anina Giannini before the launch of Anina Giannini Group.
- Client
- Premium Kitchens
- Industry
- Luxury Kitchen Design
- Role
- Repositioning, campaigns and reporting
- Services
- Brand Storytelling and Positioning · Marketing Strategy · Strategic Communications
Positioning
A luxury partner, not a price competitor
We repositioned the company as a luxury design partner and refreshed the brand expression to match the product. When the brand looks like the work, the wrong clients stop calling, and the right ones stop hesitating.
Intent
Campaigns rebuilt around intent
Paid advertising was restructured around buyer intent by showroom, while SEO and organic social built sustainable channels that outperform paid on quality. Reporting shifted from lead volume to lead quality, the number that actually pays for kitchens.
The Result
Less traffic, better business
Direct traffic rose 61% and organic search 23%, engagement climbed from 42% to 47.6%, and time per session grew 30%. Total traffic fell 15% on purpose, as low-intent channels were shut off. The pipeline got smaller, and considerably more profitable.
+61%
Direct traffic
47.6%
Engagement rate, up from 42%
- Organic search up 23%
- Average engagement time per session up 30%
- Total traffic down 15%, by design
- Reporting reoriented to lead quality
“A fusion of professional expertise deeply attuned to the standards of the high-end industry. Their collaboration with our team is marked by excellent communication, insight, and dedication.”
Thierry Pigeot, CEO, Premium Kitchens
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