What they asked for
Firestone Building Products (FSBP) desired clear differentiation from its competitors in order to increase sales and steal share.
What they got
Background: A commoditized market
Even though FSBP was a pioneer in the commercial roofing industry, their competition had achieved parity. However, as various divisions within FSBP merged, it became imperative to realign the entire organization. To move away from being strictly product-focused and emerge as a service-driven provider of total building solutions.
The Answer: Clear space that redefined the category
Through research, segmentation analysis and persona development, a customer-centric, benefit-oriented positioning came into focus. By integrating all of their building envelope products and highlighting their unique services, FSBP found they could outpace their competition by delivering…
Total Building Performance Solutions.
With this leadership positioning in place, campaign development encompassed print, banner ads, videos and digital sales tools.
Additionally, we continued to reach audiences in new, more relevant ways through:
- Persona-driven international websites
- Greater thought leadership that integrated public relations and social media efforts
- Larger, more sophisticated trade show activity anchored by a dominant two-story booth and interactive, multimedia displays
FSBP’s best sales year
CBD was able to increase response and engagement significantly, including:
10,000 page views on FSBP's international site within the first month
281 new, highly qualified leads
100% growth across all social media platforms
The highest advertising recall rate in the industry