Growing Brand Awareness, Web Traffic, Quality Leads Through Digital Efforts.
Insight
Builders and contractors are familiar with siding construction choices like vinyl, aluminum, fiber cement and wood composite but unaware of Klauer’s high-end, steel siding alternative.
Through research, Falls & Co. revealed the Klauer steel siding solution wasn’t just a building material, it’s a product of strong appeal among affluent buyers and decision makers who value product performance and set-for-life durability.
Klauer offers a product that provides a clean, caulk-free installation and appearance of quality and prestige.
strategy
Falls & Co. research led to a targeted content-driven campaign with specialized lead-generation tactics through trade media—leveraging eNewsletters, eBlasts, and video showcases designed to engage contractors and remodelers.
Communications promoted BuildOn Contractors who enjoy the care-free benefits of Klauer steel performance.
The aggressive media relations campaign focused on Klauer benefits through both regional and national outlets — including pubs like Qualified Remodeler, Zonda Media, and Fixr to boost awareness and maximize Klauer’s marketing investment.
results
582,000 email recipients; a 3.38% click-through rate
37% increase in website user traffic
167% increase in visits to Klauer’s contact and thank you pages
More than 20% lower website bounce rate over the industry average
450 million potential unique visitors were exposed to Klauer siding with only six press releases
CAMPAIGN ELEMENTS
- Primary and Secondary Research
- Brand Positioning
- PR + Advertising
- Awareness
- Lead Gen
- Digital
