What they asked for
What they got
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
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
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
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
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.