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pottercommunications | Case Study #4— Larson Storm Door Market Penetration Campaign
Direct mail and advertising campaign to build dealer network and market share in new market
Larson Storm Doors, Life Core, solid wood core, storm doors
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Larson Storm Door Case Study

LARSON STORM DOOR MARKET PENETRATION CAMPAIGN

OPENING MORE DOORS TO PENETRATE A NEW MARKET.

It was 1981, and Larson Manufacturing was looking to break into the greater Kansas City market. Based on past experience with a thin direct sales force to the home improvement/lumber yard retail market, they estimated that, using their normal procedures, penetrating the market to any reasonable degree would take 3-5 years.
Not acceptable.

Market Share

56%
 

Enter this direct campaign to open doors, followed by a multimedia support campaign. The pop-up teaser, followed by the door opening pull-out piece (including a pop-up hand holding a real dollar bill, the first dollar they would make from Larson), 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 and 56% after a full year, 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.
Larson Direct Mail Teaser

Larson Direct Mail Teaser

Larson Direct Mail Door Opening Piece

Larson Direct Mail Door Opening Piece