Brock had one clear and aggressive goal:
Double the company’s size.
Some things are easier said than done.
In most Canadian and American mid-to-large sized markets, a window and door market is hotly contended for. Replacing windows and doors doesn’t come cheap – projects usually start at $5,000 and, in some cases, can go up to $30,000.
Because there was so much competition and the industry wasn’t growing organically, we knew we would need to analyze the competitors, find holes in their armour, and identify Brock’s strengths and weaknesses. We did an analysis and here’s what we discovered:
1. Brand identity
Buying windows is not like going to a grocery store (like Loblaw) where you go every week or to an oil change facility (like Jiffy Lube) where you go 3-4 times a year; homeowners only buy windows 2-3 times in their lifetime. Because consumers rarely buy windows and doors, they don’t know local dealers, which means there’s no established mindshare with consumers. When a consumer needs windows, they start their shopping online or on Sunday after looking at their newspaper’s flyers. What a brand says about themselves determines whether they can capture an audience’s attention long enough to clearly communicate their values.g enough to clearly communicate their values.
Brock was running an AdWords campaign and buying print from over a dozen different sources, but they lacked the analytical insight to know which sources were generating the most revenue. For example, if they spend $4,000 on AdWords Search in any given month, are they earning $3,000 or $60,000? Having this inside would allow them to better allocate their dollars and produce greater return on investment for their company.
If a brand is going to make big progress with their marketing, both the brand and the agency must be on the same page. We’re grateful to have worked with Brock because they were ready to do whatever it took to double their size: they were willing to push the boundaries and take some risks.
In more detail, here’s what we accomplished:
We built their new website on WordPress and developed 9 high-fidelity design files. To put this in perspective, most of the competing websites were built from standard, themed templates with no more than 2 design files. Brock and tbk Creative wanted to push the design boundaries on this website because each additional lead the company gets matters in terms of revenue.
We also created Mr. Brock, a symbolic representation of the trust you can have in Brock’s name. Mr. Brock was developed to address the lack of trust consumers have had with certain companies in the industry.
Brock would be an approachable company that customers could trust to stand behind its work.
2. Roll out the brand in print
Now that the new brand identity and high-converting website was formed, it was time to roll out the brand identity out into the marketplace. We provided this new brand identity in their large print buy.
3. Begin tracking the unknown
We built up their Adwords campaign and included goal tracking. Additionally, we installed phone analytics from our friends at DialogueTech and distributed traceable phone numbers across their 15 print vendors.
The plan was set. Now we could measure which media purchases were performing better than others across their vendors and determine where their $500,000 budget would be best spent.
4. Push the boundaries
Before this project, we knew Brock was meeting the status quo with both their platform and their marketing programs. They had a website, AdWords campaign, and they bought print – but so did everyone else. We needed to find a way to centre Brock out and get consumers across Toronto and the Greater Toronto Area (GTA) to choose this brand over other viable options.
To accomplish this goal, we launched Brock’s $25,000 Home Makeover contest, which was promoted with print and digital advertising.
Because consumers don't buy enough product to gain affinity or loyalty with a particular brand, marketing and branding success in the home renovation space is very different from consumer brand environments like CPG or coffee retailers. A household may only buy windows 2-3 times in their lifetime, tops, which is why it’s extremely important to have the right brand identity and messaging. There needs to be a clearly articulated message that not only shows what the company stands for, but also delivers strategic brand promises that ensure it differentiates from competitors vying for the same consumer dollar.
We learned to push harder for GREAT content. The product pages are the most important pages, and most window companies don’t build the pages that give the consumer what they need to reach out and book an appointment. We took the time to collect product feature images, create custom images, and design write-ups to ensure that, when making a decision, customers don’t have to leave the website to educate themselves.