Broan-NuTone – Brand Repositioning

The problem: dwindling sales leads. Our solution: target new consumers. We helped Broan-NuTone adjust their media strategy and creative executions to focus less heavily on male-dominated trade markets and begin to appeal to new, under-served markets – namely, women. Significant sales leads, as you can read below, were generated as the result of this strategy.

Case Study

Discover
Broan-NuTone, the leading division of Nortek’s Residential Building Products Group, came to Nelson Schmidt facing the challenge of dwindling sales leads.

Formulate
In order to quantify media targeting and return on marketing investment (ROMI), Nelson Schmidt developed an integrated campaign to generate inquiries to our in-house customer response center. Inbound demographic data was captured by media source and sales leads were pre-qualified before entry into a channel-based  lead management program. Year-end outbound  telephone surveys provided statistical analysis of post-purchase behaviors, helping  to improve media and message targeting.

Execute
The campaign consisted of print, event and online marketing and targeted distinct audience segments with specific product messages. Leads were  captured and qualified using in and outbound phone calls, reply cards, web site responses and e-mails. An ongoing lead management process was used  to distribute qualified sales leads to the channel.

Measure
Post-campaign analysis illustrated that the fastest growing and most profitable of the qualified sales leads were coming from audiences not previously targeted, including remodelers and women. Improved alignment of media, message and product also led to increased inquiries from traditional audiences, including homebuilders and architects.

The program delivered 31,295 qualified leads which were defined by media source, customer type and product line. 62% of all leads were found to have purchased a product, and of those that did purchase, 76% purchased a Broan-NuTone product.The campaign returned a 2.5x ROMI with a 46% overall conversion rate.