DAP® Products, a building products brand that’s well-known by DIYers, wanted to grow revenue among professional contractors and earn shelf space at lumber dealers and window/door distributors.
True Digital was asked to help DAP grow awareness and generate industry-wide demand for the QUICKKIT®, a new product that simplifies external door installation. More specifically, True had to address the challenge of marketing to audiences across two-step and three-step distribution, in addition to other target audiences.
Identifying the three primary audiences – dealers, contractors and DIYers – True mapped out a communications plan that would connect with buyers at various stages of the marketing funnel using content and incentives to pull them closer to the point of purchase. True Digital created a microsite to support the campaign with audience-specific automated email workflows to send tailored messaging to those who expressed interest in the QUICKKIT. In addition, a YouTube ad series continues to support awareness and lead generation.
1,945 total leads
52 Dealer-submitted leads
56% and 58% email open rates among DIYers and contactors respectively, well above the construction industry’s 14.4% average email open rate
61 people purchased the product and redeemed the $50 rebate.
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