BLENDED ADVERTISING STRATEGY YIELDS STRONGEST RESPONSE FOR NEW TECH PRODUCT LAUNCH
BACKGROUND
Awning manufacturer of 45 years to develop a revolutionary home awning with smart technology that is solar powered and unlike anything else available on the market. Requested a direct response marketing strategy to drive both online sales and lead generation for nationwide dealer market base.
CHALLENGE
The many features and benefits Sol-Lux offers consumers combined with higher price point led to a more complex messaging task with longer lead time until purchase.
STRATEGY
Hit as many consumer touch points as possible to shorten the funnel process. Advertising channels to include National TV, Facebook, Instagram, Google, and Pinterest.
RESULTS
The 2 minute and 60s National TV spots gave us ample time to highlight the product features and benefits. Following up with an always on digital strategy allowed us to break up different messaging elements while being in front of the consumer as often as possible. Resulted in a successful launch with scalable campaign for further growth alongside opportunity to introduce other product variations down the road strategically.
