Overcoming Challenges Of Supply And Demand During COVID-19 Home Improvement Boom

Envision Decking

Challenge

Envision composite decking boards offer a beautiful, more durable alternative to wood. The COVID-19 pandemic caused a spike in home improvement activities and Envision was challenged to not just fill orders, but to drive sales and take advantage of the opportunity to capture market share during this sudden, hugely competitive bump in home improvement activity.

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Opportunity

The True team developed a plan to increase awareness and excitement about the product with sales people, distributors and dealers through a targeted multi-channel marketing campaign. In particular, they wanted to emphasize Envision’s availability. Where customers might have to wait weeks or months for other products, Envision was available right away. There was a huge opportunity to seize market share and educate consumers and salespeople about this superior product.

 

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Approach

True’s campaign worked to engage, educate and energize sales professionals about Envision decking through a multi-channel online content strategy, including “Find a pro” requests on the website, marketing emails and social media.

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The Results:

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The Results:

"True provided clarity in articulating our brand message. True defined our voice to customers." - Shara Gamble, VP of Sales and Marketing, Envision
26.2% Click Rate
With Homeowners Submitting More Than 1,000 "Find A Pro" Requests
Increased Product Awareness
Led To An Energized Sales Team And Distributors And New Dealer Partnerships
Capabilities Utilized:
Content Strategy
Display Advertising
Social Media Strategy
Email Marketing
Multi-Channel Marketing

Challenge

Opportunity

Approach

The Results:

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Capabilities Utilized:
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