Residential Building Industry. Client a market leader with product at a premium price point. Sells directly to builders, remodelers, and architects and indirectly to the consumer through big box retailers.
Employing a classic push and pull
marketing strategy, advertising targeted the trade and consumers. Consumer advertising goals were to increase awareness,
recognition, build brand preference, and support its retail partners.
Consumer activity focused on low brand development/high
category opportunity markets. Media’s challenge was to identify high
brand opportunity markets.
Using a package goods analytical
model, Lyn developed brand and category opportunity indices. She then
designed a 12-factor model to analyze marketing, sales, and media
variables by market and identified 15 markets out of
the top 100 that offered the best brand development opportunities.
Lyn developed a spot television media plan that increased brand
awareness as high as 30% in the low brand development markets
