How Point to Point Used Data-Informed Audience Segments and Incentives in a Successful Product Launch
Purdy’s New Product Launch Needed to Build on the Brand’s Established Trust
Since 1925, Purdy has been committed to providing professional painters with the right tools for the job. Their dedication to the craft has positioned them as the #1 preferred paint brush brand. Painters trust the quality of Purdy’s products — and the results they deliver.
When Purdy launched their new 14″ roller system, they needed a partner they could trust as much as painters trust them.
The Challenge: Convince customers to switch to a new product
The majority of professional painters have a collection of tried-and-true tools they are comfortable using. They remain loyal to these products, not typically eager to change.
Purdy knew that the introduction of their new roller system would require a significant shift in behavior from painters — especially ones not already using their products. But, for painters to realize the value of Purdy’s new roller system, they needed to use it. So Purdy needed a way to get their new rollers directly into the hands of professional painters.
Time was of the essence. Purdy needed to launch a campaign quickly to drive product demand and sales. They also needed an agency partner with integrated media and creative services capabilities to streamline the work so it was easier on their internal team.
When Purdy launched their new 14" roller system, they needed a partner they could trust as much as painters trust them.
The Solution: Leverage data to reach the right people and incentivize new product adoption
The first hurdle to overcome was the target audience’s reluctance to change. To better understand that, Point to Point identified the contributing factors to resisting change — and what would make professional painters consider a new product. We learned that while professional painters are still faithful to the tools they trust, recent supply chain issues and labor shortages made them more receptive to trying new products, especially ones that save them time or positively impact their margin.
With this insight in mind, we focused campaign messaging on both productivity and affordability. Then we leveraged a combination of strong first, second, and third-party data — along with media targeting tactics — to ensure we were reaching the right customers. Current customer lists were used to create look-a-like audiences to expand the campaign’s reach and draw in new customers. Programmatic media and paid social drove to a landing page that introduced the new product.
To further encourage painters to try the new Purdy product, a discount coupon was offered for the first purchase. This incentive reduced the risk for painters, helped push them past their aversion to new tools, and reassured them about the quality of the Purdy brand.
The Results: Setting the stage for future campaign success
The campaign exceeded all established metrics. Based on the number of coupons redeemed, Purdy was successful in placing their product into the hands of both new and existing customers.
But beyond the business results, this campaign helped Purdy set the stage for future campaigns through: