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The Results

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%



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The Challenge

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.


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Insight

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.



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Solutions

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.



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