hfa Insights, News & Awards


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Sparking Industry Excitement With LP SmartSide®


  • Cover feature and articles in The Family Handyman annual edition – circulation of 1,128,484
  • Editor video recap featured on BuilderOnline.com monthly page views up to 631,426
  • Increased awareness and product demand


LP SmartSide was experiencing lagging sales and disinterest among its audience. The company needed to restart the conversation about its brand and ensure it garnered attention among its target audiences and key influencers.


In order to ignite the conversation about LP SmartSide, it was important to engage the people who could get that conversation going — and get the audience listening. The brand had to not only get its name out there but also demonstrate the "reasons to believe" for the audience.


The International Builder's Show is an important annual event in LP's market. It was the perfect opportunity to spread the word about LP SmartSide and get the brand name into the right spaces. By leveraging meetings and product demonstrations with key industry publications, including The Family Handyman, BuilderOnline.com of Builder Magazine and Fine Homebuilding, we were able to ensure that LPĀ® SmartSide was featured in well-respected publications that reached the right target audiences.