PLAN

Hunter Douglas is the nation’s leading manufacturer and marketer of high-quality window coverings. In the fall of 2009 Strategic America developed an advertising program designed to increase participation in local advertising among Hunter Douglas’ 1,500 closely aligned dealers. Historically, they have offered three template sales promotion events throughout the year at the local level, but dealer participation was not considered to be at an acceptable level.

CREATE

Using its unique proprietary local media advertising databases, SA created a custom-tailored local ad program for each one of Hunter Douglas’ 1,500 closely aligned dealers. Each plan offered three separate levels of advertising investment with an increasingly greater level of consumer advertising. This “Good, Better, Best” approach encouraged dealers to participate simply by changing the paradigm from “Do you want to advertise?” ….to “At which level do you want to advertise?”

The program was completely “turnkey” from ad customization and production to ad fulfillment and execution. All final schedules and proofs of final customized ad materials were posted on a dedicated website for final dealer review and approval.

ACHIEVE

• “Turnkey” dealer ad program increased dealer participation in local advertising by 300%.
• Sales increased on average by 10-11% among dealers who participated in the “turnkey” local advertising program versus dealers who did not participate in the program.
• Resulted in $500,000 in additional dealer dollars invested in promoting product sales during the national fall sales promotion event.
• SA placed 25,000 :30 cable TV commercials on local cable systems throughout the country.
• SA distributed 1,400,000 oversized postcards as a part of this turnkey program.