The Challenge
After four years of ongoing Internet marketing, Artisan approached Tower to brainstorm marketing ideas for the launch of a new door series — the American Farmhouse. These garage doors are inspired by the look of rustic, reclaimed barn wood. Our client wanted to build awareness and generate interest in the new product line among his core audience of architects, builders, and garage door dealers.
Our Role
Tower developed a comprehensive product launch plan that included multiple opportunities to connect with Artisan’s target audience. The plan featured a custom direct mail box that included 3’ x 5’ production samples of the American Farmhouse garage door material. This gave recipients the chance to interact with the product samples, appreciate the fine details, and feel how lightweight, yet durable, the material was.
Printed on the mailer was a URL for a newly-designed American Farmhouse landing page, where recipients could go for more information — including all the color and style options available. Additionally, the landing page included a custom-built cost estimator tool. After entering the dimensions and specifications for their garage doors, users receive a cost estimate on the spot. Users can also submit that information to Artisan for a follow-up conversation, creating a beneficial lead generation tool.
In addition to the direct mailer, Tower designed a series of follow-up touch points including a postcard, email, and product brochure.
Services
Engage your audience to help increase brand awareness, grow your target base, or simply celebrate a milestone.
Optimized, authoritative, and engaging. Content updates can make or break the longevity of your digital marketing campaign.
Reach current and potential customers through an automated email marketing campaign at the perfect time.
You can rest assured that your website will be built with forward-thinking technologies that will set you apart from the competition.
Website design goes hand-in-hand with a sleek user experience. To make sure every visit is pleasing, we focus on every element with detail and scrutiny.
Depending on your audience, a more traditional marketing method may make the most sense for success.
KELLY HOWARD, TOWER MARKETING, ACCOUNT EXECUTIVE
The Results
Since the product launch in June, custom-built American Farmhouse doors have been installed on several homes. Additionally, the client loved the cost estimator tool so much that he asked Tower to include it on several other pages throughout the website, creating a consistent source of sales leads for the company!