Getting Strategic Market Growth For LP
- 3× The number of local market outreaches from 2013 to 2014
- 10 Key builder prospects converted to LP SmartSide Lap Siding
- 65% Increase in end-user builder sales in key focus markets
LP, makers of LP® SmartSide® Trim and Siding, needed to compete with vinyl and fiber cement siding products while adhering to a tight budget. Positioned as a premium engineered wood siding brand, LP SmartSide wanted to make a connection with single-family residential builders that raised awareness of the benefits of converting to LP products. The LP SmartSide team needed a solution that goes beyond anecdotal feedback from its sales force and leverages a plan that targets areas with high conversion opportunities.
hfa discovered that relationships within builder trades occurred on a one-to-one basis. Successful builders make the effort to improve their businesses by choosing quality products that address the needs of their markets. These builders also look for effective marketing support to help them win more jobs when competing with large rebate-driven production builders.
hfa identified and ranked markets with the highest sales opportunities based on economic, category, competitive and qualitative data. We created advertising and support materials that were customized to the specific needs of each market to show true commitment to builders in the area. LP SmartSide built an undeniable presence through co-branded marketing and support efforts that helped empower builders to increase their home sales.