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.
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.