We are the agency of record for 22 Pella branches (locally owned small businesses) across the country who sell Pella replacement windows and doors to homeowners. These branches face the challenge of finding and converting homeowners who are looking to upgrade their homes’ windows and doors.
To help these branches efficiently reach these homeowners, we started by matching Pella’s customer data to our proprietary Epsilon consumer database—this allowed us to identify the sorts of homeowners who are most likely to choose Pella. We identified three distinct audiences for Pella, each of which have unique emotional and rational motivations that influence their shopping and buying decisions. We customized our creative messaging to each audience—to specifically appeal to their motivations—and we also used the data to target our media and deliver the appropriate messages to homeowners in each audience. In doing so, we were able to affect both sides of the branches’ marketing performance equation: We improved their direct marketing response rates from the previous year by 2.5 times while also significantly reducing their cost per appointment. As a result, we helped our Pella branches exceed their sales goals in 2020.