On-Target! Marketing & Advertising, a full-service advertising and marketing firm, has been recognized for Houston’s best marketing for building materials suppliers with 4 prestigious awards from the 2016 Houston’s Best PRISM Awards presented by the Greater Houston Builders Association.
The agency’s unique marketing approach to national building materials supplier, Allura, not only surpassed sales objectives, but also set a standard for innovation in the industry. Houston’s Best awarded the On-Target! team with Print Ad of the Year, Internet Marketing Campaign of the Year, Marketing Campaign of the Year and Direct Mail Piece of the Year.
The integrated campaign that earned On-Target! Marketing Campaign of the Year, focused on top executives at regional homebuilding companies across the Nation. Tactics included Print, Trade Shows, Direct Marketing, Digital Marketing, Video, Event Marketing, and Lead Nurturing built around “Confidence that Lasts.” This theme was supported by the sub-text assertion that Allura is the “Builders Choice.” The campaign reached an audience of over 21,725,000 with 212 qualified leads.
On-Target! designed a separate internet campaign, recognized as Internet Campaign of the Year, to establish awareness and build a premium brand perception of the new Allura brand throughout the building supply and construction industries. With the goal to build traffic through various means, including display, search, video and re-marketing ads, the campaign delivered over 12,00 unique visitors per month.
The Print Ad of the Year was created to foster the perception that Allura’s products are a premier choice in fiber cement products. Designed to stand out amongst the usual feature-laden content permeating the trade publications, this ad incorporated bold “color wheel” with a fashionable twist.
“The situation was difficult because the industry leader, James Hardie dominates the fiber cement category,” said Scott Steiner, CEO at On-Target! Agency. “So we built a premium brand perception designed to stand out in the market with an alluring adaptation of the product.”
The On-Target! team launched a tasteful direct mail campaign that focused on reaching top executives at regional homebuilding companies, earning Direct Mail Piece of the Year. Each piece was supported by unique appeals and distinct landing pages with videos and resource material links. Results exceeded expectations with over 744 registrants and 212 qualified meetings with builders.
For over a decade, On-Target! has helped countless building materials suppliers surpass marketing objectives. On-Target!’s expertise has been featured at the International Builders Show, The Sunbelt Builders Show and in publications such as Builder & Developer Magazine.
On-Target!’s focus is always the same: “your story, well told.” For information on generating powerful results for your investment, visit OnTargetAgency.com or call 281-444-4777.