A serene living room with tall windows, overlooking a cornfield

Pella

Boosted Pella's sales in a challenging market

Case Study

Challenge

In 2024, amidst a backdrop of inflation and recession fears, home improvement was not a priority for many—but Pella still needed to sell windows and doors. This national economic issue needed a nuanced solution that considered the diverse preferences and needs for sales leads in 48 individual branches across the country.

TAILORING STRATEGIES TO INDIVIDUAL PEOPLE

With buyer attitudes shifting, we adapted our successful audience propensity models to the changing economic landscape. We created hyper-relevant and localized pieces for key audiences—like seniors, people living on or near a body of water, and swimming pool owners, for example—enabling custom marketing efforts that targeted individuals in each market more effectively.

OPTIMIZING THE CHANNEL MIX

Continuous optimization of our channel mix was crucial. With nearly 170 changes made per week, we ensured that each market's strategy was as efficient as possible, maximizing the impact of each marketing initiative.

IMPLEMENTING COST-SAVING MEASURES

In addition to strategy optimization, we also focused on reducing spend without sacrificing success. A significant cost-saving measure, for example, was the switch to a postcard format for direct mail campaigns, saving 10% on every piece of mail sent out without any impact to performance