Image 1 - ER Marketing created the Huttig promotion to support sales of a high-end door.
Image 2 - Email, print and fax components drove customers to a campaign microsite.
Image 3 - The microsite asked visitors to register and choose the reward that they wanted to win.
Image 4 - ER Marketing then customized all promo pieces to match each target’s goal.
BMA-Kansas City named ER Marketing as the Best of Show at the 2013 Fountain Awards Celebration. The agency’s promotion for distributor and longtime client Huttig Building Products captured four individual Fountain Awards, as well as the top honor on March 18.
“It’s a well-executed, integrated campaign,” said Elton Mayfield, a founding partner at ER Marketing. “Each of the components stands on its own, but when you put everything together, it’s even more powerful.”
The 10-week promotion featured Therma-Tru Classic-Craft entry doors. Huttig distributes the product to a nationwide network of independent and chain retailers. ER Marketing developed a prize promotion that invited customers to select one of six sporting events and then sell doors as part of a competition to win a trip to the event.
Components included a promotional website, direct mail, emails and fax blasts. The materials drove customers to the website. They registered for the competition and simultaneously signed on to a new Huttig rewards program that the distributor wanted to grow. After they registered, they received correspondence that had been tailored to match the sporting event that they chose.
The customized messages contributed to a 31% open rate over the life of the campaign, Mayfield said. The agency measured the impact of subject lines and other elements to boost that rate. And they did not neglect the facsimile. A customer survey indicated the fax machine ranked as one of the top three ways that customers liked to receive information, Mayfield said.
The promotion led to a 17% boost in sales of the doors, outperforming client expectations. Membership in the rewards program grew by more than 50%, and email subscriptions jumped by 20%, Mayfield said.
He gives those results as much credit as the creative in earning the recognition of the Fountain judges, he said. “BMA awards have results as a key component and not simply a creative-only award. Great creative without results will get an agency fired every time. That’s why our client tenure is so long.”
ER Marketing has entered the Huttig promotion in several competitions, including the BMA B2 Awards Competition. The agency took home two individual awards and earned Best of Show recognition at the Kansas City Direct Marketing Association’s AMBIT awards ceremony this week.
Learn about other 2013 Fountain Awards winners here.