Opening the door
How do you create a brand in an unbranded category?
DISCOVER: Our consumer in-home interviews and telephone surveys with consumers and dealers revealed that homeowners had no idea who manufactured their garage door. It was a low-involvement category. Even though it represents the key point of home entry and up to 33% of a home’s exterior – consumers typically rely on a dealer to decide on a brand.
DEVELOP: First things first, place a metal Wayne-Dalton brand plaque on the back of every garage door. Next, to support brand and product differentiation we created marketing materials that infused each garage door model with a unique consumer-friendly brand personality — helping the dealers and builders upsell the product.
DELIVER: We created a program to engage dealers and builders while increasing demand from consumers. This included print ads, new collateral, sales materials and an online Garage Door Design Center to boldly demonstrate the visual benefits of a new Wayne-Dalton garage door.
RESULTS: Major homebuilders overwhelmingly selected the Wayne-Dalton doors as the preferred brand for their new homes, which pleased the supplying dealers. Builders also agreed to add the garage door openers and the new home controls systems in many of their homes – opening doors to a whole new product category for the company.