Westlake Royal Building Products
Sell through me, not to me.
How do you get homeowners to buy from pros, pros to buy from distributors, and distributors to buy our products?
Client Challenge
As a key brand within Westlake, a Fortune 500 company (for whom Planit has also provided brand development and acquisition support), Westlake Royal Building Products is one of North America’s preeminent manufacturers of residential exterior building products: siding, decking, trim, roofing, and the like. Our challenge was to convince pros and ultimately homeowners to choose two of Westlake Royal’s premium but relatively unknown products—an upscale siding and an upscale decking—over less expensive options with greater awareness in the market.
Planit's Solution
In support of these two premium products, Planit launched an omnichannel campaign that included a wide variety of tactics and modalities offering pros valuable content, resources, inspiration, and education they could carry forward to their customers. We developed and promoted the concepts behind channels such as the following:
- Dedicated web and social channels for pros
- Online design tools for pros to use hand-in-hand with homeowners to visualize a home
- Sponsored thought leadership content in professional publications
- Customer roadshows to demonstrate usage tips and provide installation support
- Point-of-sale distributor kits
- Out-of-home advertising targeting pros + consumers
- A custom-sponsored Southern Living “Idea House” to gather architects and contractors and showcase a beautiful end result
- Preferred Contractor Program promoted at distribution for pros to join
These methods ranged from broad-based awareness to “branded utilities” that all leveraged a “sell through me, not to me” concept.
This diverse array of “surround-sound” marketing tactics helped pros foster conversations—and ultimately conversions—with consumers.
$4M+
in sales
3,700
homeowner leads for contractors
Increasing lead generation by
80%+
#3
Siding supplier in North America, stole market share from key competitors
#3
Quality Ranking for Zuri deck out of 27 deck brands (well above Trex) in a Builder Magazine survey of pros
24%+
Social engagement YOY
-85%
CPA, from $1,061 to $168
