Case Study for Agency
03-1012205-588

HOW NORMAN ROCKWELL SIDING BROKE INDUSTRY SALES RECORDS

Situation:
Vinyl has always been a strong, protective exterior for homes.
But because the sun tends to quickly bleach the color out of siding,
available colors ran the gamut from white all the way to off-white,
with a little ash and gray thrown in for added excitement.

Louisiana-Pacific, a world leader in building products, developed a
whole new kind of vinyl siding, one that would hold any color for a
lifetime. Suddenly, fire-engine reds, verdant greens and deep blues
were possible.

Marketing Challenge:
Louisiana-Pacific needed a strategy to convey the traditional
wholesomeness of home and the promise of tasteful new colors to a
hungry market. And, they needed it done on a shoestring budget.

Application of Solutions:
The agency reached back into America's past and found Norman Rockwell.
Who would have thought that old Norm and his classic portrayals of
Americana could bring some zing into the tired old world of siding?

Results:
With Norman Rockwell's name and distinctive visual style leading the
way in the brand's advertising, sales went wild. After 3 years, the
Norman Rockwell collection is still one of the most successful
new-product launches in the history of the building industry. And, the
collection was recently named 1 in the category by a national consumer
publication revered for its ratings of top products. He's still got it
in him, that Norm!

HOW WE MADE THE BUTTERFLY SOAR AND THE MOUSE ROAR

Situation:
A major ISP owned by the world's top software producer was looking to
take on the market bully. Their partner, a world famous
amusement/entertainment company, was also looking for a morsel of
success after several disappointing runs at the market.

Marketing Challenge:
The ISP and their partner came to the agency in search of a
winning direct strategy. They wanted better response from their direct
mail, and they wanted it at a lower cost. And, they needed both right
away.

Application of Solutions:
The agency developed a proprietary system called Acquitention to target
highest value customers; those most likely to respond, spend and
"STICK."

Results:
Within five months, the agency decreased the ISP's direct mail cost by
25% and increased overall response by over 40%. The bottom line? The
ISP saved millions and increased their intake of higher-value
customers. Not to be outdone, the Acquitention system lifted response
for the amusement/entertainment giant 250%! Sounds goofy? It would be
if we couldn't back it up. That's why we guarantee that our
Acquitention system, once completely implemented, will improve response
rates. The agency promises to waive all the agency's account service
fees if the proprietary system doesn't create new customers and a
better ROI for clients.