A Clearer View Of The Close

Using Data To Map the Consumer Journey

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PROBLEM

In 2013, overall home improvement spending was relatively static, while window projects actually in declined (-10% through Q3 2013). When window replacement rebounded in Q4, growing at +6%, Andersen took this as an opportunity to reposition their flagship 400 Series product as the best replacement solution available. The 400-Series has a well-earned reputation for quality, reliability, and ease of installation–even winning the Consumers Digest Best Buy Award.

To do this, Andersen wanted to target Northeast Homeowners. These consumers have high awareness and consideration of Andersen products, but were often opting for vinyl instead of the 400 Series.

When Andersen approached Barefoot, they had tons of data about their 400 Series, the window category, and their consumer. They knew they wanted to approach people who were already thinking about replacing their windows.

What they didn’t know is how — how to reach these consumers, how to show these consumers the value of the 400 Series, how to convince someone who already knows the brand to ask for a more expensive budget, and how to do it with 1/10th of the budget of the other brands (and even other series within their own brand).

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SOLUTION

Our first step was to leverage all of the great data Andersen already had. They knew their target, they knew their value proposition, and they knew their goals; we just needed to arrange that data in a meaningful way. From this data, we created the consumer journey – a plan outlining the steps a person takes from first deciding to get their windows replaced to asking their dealer for the Andersen 400 Series.

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On top of that we layered a connection plan. This plan pinpointed when in the journey consumers would be most open to media and what our tactics and messaging should be at that point. We determined early on that our messaging to someone who has just started exploring would need to be very different than someone who is thinking about pricing. But, we didn’t stop there. We measured and reported against the consumer journey — learning more about media costs, conversion rates and behavior on Andersen.com — and molded and changed the connection plan to meet our goals.

RESULTS

As a result of this diligent upfront planning paired with the willingness to be agile and continue to learn through rigorously testing (even if it meant our original plan was wrong), we helped Andersen take the data they had about their consumers and their windows and apply it to their media. But more importantly, even though the campaign was only 4 months long, we saw amazing results in media performance and on-site conversion. Throughout the campaign:
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