market what’s

meaningful®

The city burst element located on the left side of the CBD Marketing logo and the agency website.
JAMES HARDIE
Developing a push/pull strategy to accelerate lead generation.

What they asked for

A consumer direct mail campaign to generate leads.

What they got

A comprehensive, integrated demand generation campaign that supported a new go-to-market strategy.
James Hardie's horizontal brand logo. James Hardie is the world leader in fiber cement siding and backerboard.

THE SITUATION: TOTAL RELIANCE ON THE CHANNEL TO SELL

For years, James Hardie relied exclusively on the contractor channel to sell its premium fiber cement siding to homeowners. But contractors often sold cheaper products in order to more easily close a sale. James Hardie recognized they needed a plan to generate leads that were pre-sold on its product offering. They believed a national direct marketing program was the ideal solution to filling their pipeline.

The Answer: Go-to-market transformation

The James Hardie Inspiration Guide, which CBD developed for James Hardie as part of their first consumer-facing brand.
STRATEGY AND BRANDING

CBD developed a push/pull strategy to drive awareness and generate leads that introduced several firsts for James Hardie – including the creation of the firm’s first-ever consumer facing brand, which we rolled out with an integrated campaign.

RESULTS

More requests for quotes in 3 months then in the entire previous year
A shortened sales cycle that went from 24 months to 26 days
70% sales lift, crediting the experiential and shopper marketing efforts
A program rollout to 16 top-tier markets
2,500 actionable leads
The James Hardie Transformation Kit, which CBD created for James Hardie, as part of their first consumer-facing brand.

CREATIVE AND DIGITAL

The corresponding consumer campaign was supported with multiple unique initiatives:

  • A door-to-door direct sales initiative called The Ambassador Program
  • The Good Housekeeping Seal of Approval
  • A mobile showroom that enabled experiential marketing
  • Consumer promotions, sweepstakes and offer testing
The James Hardie Mobile Showroom, developed by CBD Marketing as part of James Hardie's first consumer-facing brand.
Prospects explore the Mobile Showroom, developed by CBD Marketing as part of James Hardie's first consumer-facing brand.
The James Hardie Mobile Showroom shown up close with open doors. This initiative was developed by CBD Marketing.
Additionally, a custom app was created to not only capture consumer information, but also collect street-level data on prospective homes.

From the style and materials used to build the home, to the condition of all elements of the home’s exterior, James Hardie now had unprecedented, industry-leading information they could leverage to:

  • Pinpoint audience targeting
  • Personalize lead nurturing
  • Map cross- and up-sell opportunities
  • And much more
Screenshots of the lead generation app, which CBD developed for James Hardie to help increase sales of fiber cement siding.

PR, SOCIAL MEDIA AND CONTENT

CBD generated further awareness among both consumer and contractor audiences through integrated public relations efforts, which included:

  • TV product placements and influencer tie-ins
  • "Big Reveal” of local sweepstakes winner with mayor
  • National, regional and trade media relations
  • Social media, video and content marketing

THE END RESULT

A game-changing lead generation strategy that forever changed the balance of power for James Hardie — helping them go from being reliant on the contractor to controlling high-quality lead deployment.