Breaking Plumbers’ Old Habits with an Integrated Digital Marketing Campaign
FlowGuard® Gold, a CPVC piping manufacturer, struggled to convince key audiences to consider ditching their current piping systems for CPVC. They brought in True to reach and engage with plumbers and builders to make the switch.
Plumbers and builders have a strong loyalty to their plumbing systems, often critical of alternative piping materials and unwilling to make the investment to change systems. FlowGuard® Gold needed to not only build awareness of their piping products, but also drive plumbers to switch to CPVC piping.
True spearheaded the “Make the Switch” campaign, which used both digital and traditional content to target plumbers and builders with carefully crafted messaging. The integrated digital marketing campaign included:
- Landing pages optimized for conversion
- Hyper-targeted digital advertising
- Automated email workflows
- “Make the Switch” guide book
- Print brochures and more
- 18,300+ landing page visits from ads, email and search
- 1,600+ click-throughs to website and resources from landing pages
- 19 pros ready to make the switch