Envision composite decking boards offer a beautiful, more durable alternative to wood. The COVID-19 pandemic caused a spike in home improvement activities and Envision was challenged to not just fill orders, but to drive sales and take advantage of the opportunity to capture market share during this sudden, hugely competitive bump in home improvement activity.
The True team developed a plan to increase awareness and excitement about the product with sales people, distributors and dealers through a targeted multi-channel marketing campaign. In particular, they wanted to emphasize Envision’s availability. Where customers might have to wait weeks or months for other products, Envision was available right away. There was a huge opportunity to seize market share and educate consumers and salespeople about this superior product.
True’s campaign worked to engage, educate and energize sales professionals about Envision decking through a multi-channel online content strategy, including “Find a pro” requests on the website, marketing emails and social media.
As part of a go-to-market strategy for a new building product, True created a microsite and marketing campaign to support the product launch. See the results.