Dramatic online engagement feeds the outdoor decking sales pipeline to support a major acquisition.
Aided Awareness up 30% in new markets
Intent-to-purchase up 154% in all markets
Premium product sales up 21%
A regional player primarily in the southeast, YellaWood served 33 markets. Expansion to 100 markets in 27 states meant establishing a new brand and shoring up the quality of dealers to serve these new markets.
All dealers aren't created equal. We needed to match high-potential dealer prospects with growing specialty contractors to create a win-win opportunity. To create consumer pull-through, we wanted to introduce YellaWood as the enabler of backyard field of dreams.
Aggressive data mining lets us analyze sales, trends and competitive positions to assess each market for potential. We then created a predictive model to identify and recruit the right dealers. Then we armed them with digital tools to take advantage of advertising-fueled consumer awareness for YellaWood.