The Story

Steamist approached the Matson Group with a unique proposition. Though already among the industry leaders in steam showers, they wanted to accelerate growth and maximize their potential acquisition price.

Analyzing web metrics as part of our C.O.R.E. analysis, we realized that an increasing number of direct consumers were coming to the site. This flew in the face of nearly a century of industry norms, where manufacturers sold to wholesalers, who sold to large plumbing supply warehouses, who typically sold to contractors.

We knew, in the new information age, that consumers were not empowered to make their own decisions. We designed a new brand, but more importantly a new buying process, so consumers could get a bundle containing everything their contractor would need to install a steam shower with just a few simple selections. This bundle replaced an extremely cumbersome process of numerous calculations and dozens of small parts to order. It revolutionized the industry and is now standard practice.

Our competitors were still selling indirectly, and therefore primarily relying on plumbing warehouses for promotion. However, those destinations catered primarily to tradespeople who were just picking up what they were told–not the end consumer.

Digitally, we had an enormous advantage, so we employed a strategy of total domination against our competitors. We implemented an organic search strategy that positioned us ahead of all the competitors, making us the most authoritative voice in answering consumer questions.

We structured our product feed so that all relevant queries on Google showed only our products in the product carousel. We became the leading brand on Amazon and reached out to micro-influencers to make sure they joined our affiliate program and included our products in their writeups. There was no way to research a steam shower and not have our product in consideration.

And that’s where the Steamist team really knocked it out of the park, creating the product bundle that we designed at an affordable price point with the essential features of an in-home steam shower kept front and center.

We were then able to drive industry demand for our products beyond those already considering steam through social media and other innovative content. This caught the eye of international plumbing industry goliath Delta Faucet and resulted in a very successful acquisition.

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