Blog for Building Materials Manufacturers

SMART- LP SmartSide

  |  Posted in Marketing, Smart, Smart Moves

SMART- LP SmartSide

LP has done something SMART.  They improved their marketing message.  The ad below is how they were promoting SmartSide just a few years ago.  There’s nothing here that would make a contractor or builder want to use SmartSide.

LP SmartSide Ad

 

I have always liked the LP display the builder’s show where they have a hammer that you can pull back and let it hit fiber cement and SmartSide.  Of course, the fiber cement breaks.  I’ve never understood why they didn’t do more with that convincing demonstration.   And now they have.

Their new message goes right after James Hardie.  It acknowledges that the builder is probably in the habit of using James Hardie.  It plays to SmartSide’s biggest advantage over James Hardie.  Fiber cement will break while SmartSide won’t.

It makes an offer of a first-time user rebate and is designed to collect names and emails.

It will be interesting to see if James Hardie has a new competitor who can put a dent in their sales.

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About The Author

I am the leading sales growth consultant in the building materials industry, I identify the blind spots that enable building materials companies to grow their sales and retain more customers.  As I am not an ad agency, my recommendations are focused on your sales growth and not my future income.

My mission is to help building materials companies be the preferred supplier of their customers and to turn those customers into their best salespeople. Contact me to discuss your situation.