2,500 MQLS.
100S OF HAPPY CONTRACTORS.
For years, James Hardie relied exclusively on the contractor channel to sell its premium fiber cement siding to homeowners. But contractors often sold-in cheaper products in order to more easily close the sale.
James Hardie needed a plan to get homeowners to ask for their product by name and sway that purchase. But how? Enter 2.718 Marketing.
THE JAMES HARDIE GROWTH SNAPSHOT
Created “The Ambassador Program”
a push-pull strategy to build awareness and demand among homeowners
First street level, data capture app
Saw more RFQs in the first three months
of the program than they had secured in the entire previous year
70% sales lift
Shortened sales cycle –
from 24 months to 26 days
Experiencing
10 years
of exponential growth…
and counting
STRATEGY
We delivered a push/pull strategy – along with several game-changing firsts – that generated more RFQs in the first three months of the program than they had secured in the previous year.
BRANDING
James Hardie never really marketed direct to consumer before. They were using collateral written for the trade – which had next to zero resonance. So, we decided to give homeowners something to dream about with James Hardie’s first-ever consumer-facing brand.
CREATIVE AND DIGITAL
The “Beautiful backdrop to your life” campaign brought the emotional and rational reasons for going with James Hardie to the forefront, and was supported with multiple unique initiatives:
Additionally, a game-changing 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 the home’s entire exterior, James Hardie now had unprecedented, real-time analytics they could use to:
- Pinpoint audience targeting
- Personalize lead nurturing
- Map cross- and up-sell opportunities
And guess what? It allowed them to shorten the sales cycle from 24 months to 26 days.
PR, SOCIAL MEDIA AND CONTENT
Of course, PR and Social Media played a critical role. In fact, their efforts helped James Hardie to realize a 70% sales lift.
THE END RESULT
We delivered a smart lead generation strategy that forever changed the balance of power for James Hardie. But more importantly? We constructed a program that has allowed them to realize exponential growth for nearly 10 years…and counting.