Larson Door New Market Penetration Campaign TV
EFFIE-AWARD-WINNING CAMPAIGN THAT OPENED A HUGE MARKET OF OPPORTUNITY FOR LARSON DOORS.
In 1981, when Larson manufacturing needed to break into the greater Kansas City market, and fast, a breakthrough direct campaign fit the bill. A pop-up teaser, followed by the door opening pull-out piece, went to a select list of 315 potential dealers. The results, nothing short of incredible, were 301 reservations for face-to-face presentations and ultimately, 284 dealer agreements signed.
The push accomplished, substantial pull was generated by the TV, and a newspaper insert campaign in the fall, leading to a 20% market share at year’s end, up obviously from 0. Little wonder the campaign won a Silver Effie for marketing effectiveness in the product launch category, taking second behind the national launch of the Wagner Power Painter.