Larson Door New Market Penetration Direct Campaign
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, this direct campaign fit the bill. The 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 a consumer campaign, including a TV commercial 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.