With home improvement demand continuing on a high post-pandemic, Rochester Colonial’s competitors were increasing marketing spend and discounting prices to capitalize on the surge. That created a critical need to grab homeowners’ attention and sell them on Rochester Colonial’s many advantages—without just defaulting to the diminishing returns of competing on price.
Category
Home Improvement
Services
- Qualitative research
- Campaign concepting
- Creative development
- Video production
- Media strategy
- Media management
The results
+33%
increase in leads YoY
-15%
decrease in cost per lead
Comparison of the first 6 months of the new campaign to the same period in the previous year.
Reframing what sets Rochester Colonial apart
Research told us that consumers knew Rochester Colonial sold windows and doors—but not the unique way they did it. With competitors focusing on discounted pricing and a sales-driven, pressured approach, Rochester Colonial needed to highlight the ways they were different.
Amplifying what matters most to buyers
Rochester Colonial has always placed importance on their no-pressure sales approach, something we knew resonated with prospective buyers. That strength was highlighted as one of “so many reasons” to work with Rochester Colonial—allowing consumers to quickly understand why Rochester Colonial is a great value versus their price-driven competitors. An understanding of the audience and learnings from the 2020 campaign also allowed for optimization of the media budget. More precise targeting helped significantly boost showroom traffic and online inquiries, all while dramatically lowering the cost per lead.
“Flynn continues to find new insights about our business, as well as better ways to tell our story and ultimately drive people into our showrooms.”
—Tony Monaco, Rochester Colonial Mfg. Corp. CEO & Corporate Counsel
