Situation
Royal Outdoor Products (ROP) markets in the competitive deck and fence categories. To gain an edge against high-visibility competitors, ROP turned to Walt Denny Inc. (WDI) to leverage the agency's experience in the home and building products realm. The goal: increase brand awareness and dealer loyalty for its full product line. The company also specifically recognized a need for improved brand recognition on the Internet.
Strategy
WDI designed a customized communications strategy to create a thought leadership role for Royal and establish greater brand acceptance. The program included PR, Advertising and Dealer Marketing initiatives. To position the company as a dynamic innovator and trend-setter, trade/consumer media relations highlighted the breadth of all new products along with ROP's market-leading capabilities. To strengthen the connection between ROP and its dealers, a multi-faceted dealer/distributor communications approach kept them apprised of all Royal initiatives, while also providing valuable, actionable insight on market research, lead generation and public relations tips. We significantly enhanced Royal's trade show presence to elevate brand perception and enhance dealer loyalty.
Results
ROP enjoys a position as a recognized industry leader, noted for innovation and outstanding customer service. Royal's message reaches trade and consumers through coverage and interviews in influential media such as Better Homes & Gardens, Deck World Online, HGTV and World Fence News. Trade loyalty is sustained with a dealer e-newsletter open rate of 46 percent and dealers more actively engaged as marketing partners, evangelizing Royal's brand. At the International Builders Show, racing pro Danica Patrick's appearance for Royal was hailed by organizers as "the buzz" of the show. Royal's sales leads have increased and it ranks higher in organic Web search results. In cultivating ROP's thought leadership role, galvanizing its bond with dealers, and delivering enhanced brand acceptance, WDI gained the attention of ROP's parent company, Georgia Gulf Corp., which also selected us to conduct public relations.
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