Create product awareness and drive sales for an entirely new category of extension ladders—the 3-piece Compact Extension Ladder. Not only did we introduce a new product, but the messaging needed to resonate with both professional tradesmen and DIY consumers.
Developed an integrated, multi-channel marketing approach to create industry awareness and drive sales. Elements included: Werner’s first ever TV spot that aired nationally, a car give-away sweepstakes promotion, national radio simulcasts with the Mike & Mike and Tim Brando shows and PR outreach to consumer, trade media outlets and influential blogs. The team also leveraged the NCAA sponsorship to tell stories that connected consumers with the brand.
While the results are proprietary, the brand and product received millions of media impressions, a record number of contest submissions and a significant increase in product sales in the category.