Chromatix Paint

About the Client

Located in Portland’s East Bank Design District, Chromatix (www.chromatixpaint.com) is a Portland-based family business that offers top-quality architectural finishes, from traditional American paints to exclusive European and Australian lines. Its clients include
architects, specifiers, designers, contractors and home owners.

Chromatix is the only retailer in Oregon offering the MicroBlend Paint System, which custom mixes exact colors and finishes in front of the customer’s eyes. In addition, Chromatix carries an exclusive line of Dutch paints called Fine Paints of Europe, a line of faux finishes from Sydney Harbour, and a concrete floor finish called SkimStone.

A competitive differentiator for Chromatix is its customer service. Customers can watch their paint being made, or they can make use of the phone and fax in the showroom’s conference area. Or, they may simply relax with a mocha or latte at Chromatix’s espresso bar.

Strategy

Opened in 2004, Chromatix had done limited advertising, but the results had been unsatisfactory. They hired Galvin Communications to create word-of-mouth buzz instead. Our goal was to drive sales by letting people in Portland know that there was a new kind of paint store in town, carrying a new (and better) kind of paint.

Results

Because the store did not have an Internet presence, our first order of business was to create a website that would become its primary marketing tool. The site was designed to convey the Chromatix difference – e.g., the coffee bar in the showroom, the high-quality product line, the fact that the business was run by three generations of the Wierson family, etc. Galvin Communications worked closely with Chromatix on keyword optimization to ensure prominent search engine placement.

Galvin Communications worked with Chromatix’s Jim Wierson II on media training in preparation for an appearance on Fox’s “Good Day Lifestyles” (a video clip is on the Chromatix website). In addition, we developed specific recommendations to help Chromatix build word-of-mouth locally, including strategies for joining networking groups and partnering with relevant non-profits. We continue working with Chromatix on a variety of initiatives.