500% return on advertising spend with targeted multichannel campaign
Current Results.
- 500% return on advertising spend
- Enhanced distributor engagement
- Greater brand awareness
- Data-driven campaign optimization
Key Pain Points.
- Limited local brand recognition
- Lack of support for distributors
- Fragmented campaigns
Solutions Implemented.
- OTP One Platform
- Brand Module
- Engage Module
- Intelligence Module
- Order Management & Fulfillment
Overview.
Facing the challenge of increasing local sales and boosting brand recognition among distributors and contractors, a national home siding supplier turned to OneTouchPoint (OTP) for a solution. OTP implemented a comprehensive five-month multichannel marketing campaign, which included personalized local outreach and targeted digital advertising. By leveraging the OTP One platform and marketing services, the supplier achieved a remarkable 500% return on their advertising investment while driving significant gains in bookings and brand visibility.
About the Organization.
The national home building supplier, a leader in providing high-quality siding materials, has built its reputation on servicing the needs of contractors and builders through a network of distributors. Despite strong demand for their products, the supplier faced growing competition and saw an opportunity to better support their distributors by driving localized sales. They partnered with OneTouchPoint to implement a structured, data-driven marketing campaign addressing distributor challenges and improving customer acquisition.
Business Challenges.
The supplier faced three key challenges:
- Limited Local Brand Recognition
While the supplier maintained strong national visibility, their local brand presence often lacked the impact needed to engage regional contractors or builders effectively.
- Distributor Support
Distributors required more support to drive sales and secure installation jobs for products in their respective service regions. Many distributors struggled to execute targeted marketing campaigns due to limited resources or marketing expertise.
- Fragmented Campaign Efforts
Existing marketing campaigns often lacked integration and targeted tracking, leaving the supplier unable to measure performance across multiple channels effectively. This made it difficult to identify successful strategies or allocate budgets efficiently.
Strategy & Solutions.
OneTouchPoint developed and executed a five-month pilot multichannel marketing campaign to address the supplier’s challenges. The approach included:
Leveraging OTP One
The OTP One platform allowed for seamless coordination of local marketing initiatives while ensuring brand consistency. Key capabilities included:
- Localized marketing campaign templates optimized for distributors.
- Comprehensive analytics and reporting to track the performance of individual campaigns.
- Ability to deploy branded marketing materials across online and offline channels.
Multichannel Strategy
The campaign utilized an integrated approach to maximize visibility and engagement. Channels included:
- Direct Mail Postcards: Personalized postcards were sent to targeted contractor segments to capture attention and inform them of local opportunities.
- Google Paid Search: Smart ad placements increased visibility among contractors searching for siding materials or installation services in specific regions.
- Facebook and Instagram Ads: Eye-catching social media advertisements allowed for engagement with a broader audience while maintaining location targeting.
- Landing Pages: Highly targeted landing pages were created to funnel audience interest, capture leads, and track campaign conversions effectively.
Performance Tracking and Insights
OneTouchPoint introduced advanced analytics tools that allowed the supplier to measure campaign performance across all channels:
- Trackable phone numbers for each channel enabled precise engagement tracking, even for traditionally non-trackable mediums like direct mail.
- Customized reporting dashboards provided insights into which strategies and channels delivered the best ROI.
Turnkey Campaign Management
OTP provided hands-on campaign management, from the initial setup to ongoing adjustments based on performance insights. This allowed the supplier’s distributors to stay operationally focused while benefiting from professional marketing expertise.
Results to Date.
The strategic campaign execution delivered outstanding results:
- 500% Return on Advertising Spend: The significant ROI validated the effectiveness of the multichannel approach.
- Enhanced Distributor Engagement: Distributors gained valuable tools and support to fuel local sales and improve customer acquisition.
- Greater Brand Awareness: The supplier observed increased brand visibility and recognition across targeted local regions.
- Data-Driven Campaign Optimization: Utilizing OneTouchPoint’s reporting tools allowed the supplier to refine their strategies further and focus budgets on high-performing promotion channels.
Customer Quote:
“The data-driven insights and professional execution provided by OneTouchPoint made all the difference. The campaign not only increased sales but also empowered us with actionable data to improve our marketing efforts moving forward.” – Marketing Director, National Home Siding Supplier
Positive Business Impact.
The results achieved through this partnership highlight the impact of a comprehensive, data-driven marketing approach tailored to meet specific client needs. By combining OTP’s U.Connect Platform with expert marketing execution, the national home building supplier strengthened their presence locally, boosted distributor success, and achieved a compelling ROI.
Going forward, the supplier plans to scale this pilot program to additional regions, further leveraging OTP’s capabilities to optimize campaign performance and replicate their success.