Pella
Boosted Pella's sales in a challenging market
Case Study
Challenge
In 2024, amidst a backdrop of inflation and recession fears, home improvement was not a priority for many—but Pella still needed to sell windows and doors. This national economic issue needed a nuanced solution that considered the diverse preferences and needs for sales leads in 48 individual branches across the country.
TAILORING STRATEGIES TO INDIVIDUAL PEOPLE
With buyer attitudes shifting, we adapted our successful audience propensity models to the changing economic landscape. We created hyper-relavant and localized pieces for key audiences—like seniors, people living on or near a body of water, and swimming pool owners, for example—enabling custom marketing efforts that targeted individuals in each market more effectively.
OPTIMIZING THE CHANNEL MIX
Continuous optimization of our channel mix was crucial. With nearly 170 changes made per week, we ensured that each market's strategy was as efficient as possible, maximizing the impact of each marketing initiative.
IMPLEMENTING COST-SAVING MEASURES
In addition to strategy optimization, we also focused on reducing spend without sacrificing success. A significant cost-saving measure, for example, was the switch to a postcard format for direct mail campaigns, saving 10% on every piece of mail sent out without any impact to performance
RESULTS
20%
Lift in appointment bookings from Direct Mail recipients
11%
More efficiency of our SEM campaigns
17%
Increase of total ROMI
