California Deluxe Windows
Driving Sales with Creative Efficiency:
How Wingman’s CEO as Spokesperson Social Proof Strategy Helped A Home Improvement Company Lower Their Cost Per Lead 52% and Increase Conversions More Than 24%
The Considered Purchase
Wingman believed that the home improvement company would find success by telling its own story. Wingman’s creative team went on sales calls with CDW’s employees, talked to its customers, shopped the competition, and toured the factory numerous times. Throughout the process, CEO Aaron Adrim was always armed with funny anecdotes about his products. These sayings, later dubbed “Aaron-isms” would find their way into the new campaign.
Wingman realized that CDW’s story could only be about one thing: Aaron Adrim. His plucky charm and passion for his products was infectious. Wingman needed to make consumers connect with Aaron’s passion and give them specifics about his windows and doors that separated CDW from the competition.
The Media Campaign
After some not-so-gentle prodding, Aaron reluctantly agreed to voice the radio spots. Wingman launched the Innovations campaign with a two-minute advertorial spot where local DJs interviewed Aaron Adrim about all of the features that distinguished CDW from its competitors.
After A/B testing several spots produced for the campaign, “Stucco-Saving Windows,” outperformed every other radio commercial. The spot discussed how most window installers leave a house looking worse after an installation with an unforgettable “Aaron-ism” about potato chips.
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We take a different approach to help you get more from your media dollars - more phone calls, qualified website visits, retail foot traffic, inventory turns, cash flow per hour, and revenue per square foot. Our media campaigns are proven to drive sales-ready leads when you need them most – NOW. And like traditional marketing tactics, we help you amplify your brand credibility over time.
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