case study: werner ladder
Challenger Brand Issue: How do you put your best foot forward when launching a new product, to a new audience and not offend your traditional target market?
Werner has always been the choice for professionals when it comes to climbing equipment, and that pro-messaging has served them well. But when they decided to bring a consumer product to market, the Televator Telescoping Attic Ladder, they ran the risk of appearing too Do-It-Yourself-focused and eroding their credibility among the professional segment. DIYers look up to the Pros, but not necessarily the other way around.
Insights
In analyzing market trends, gkv recognized that the DIY category was not one to ignore. Almost every cable station has a DIY show filled with tricks-of-the-trade and before-and-after shots; the great real estate market has prompted would-be investors to increase their margins by purchasing dilapidated homes and fixing them up for resale and mortgage refinancing/home equity loans have fueled consumer spending, resulting in gangbuster profits at many home improvement chains. Clearly there was a lucrative opportunity.
Challenger Brand Behavior: Sacrifice and Emotional Connection
In order to capitalize on this growing DIY trend while maintaining a substantial share of the professional market, gkv created a microsite specifically for its Televator product. The site, and its custom URL, allowed Werner to distinguish between their new consumer product and their catalog of quality professional products.
Content was consumer-focused and showcased the Televator’s unique features and attributes. Installation videos, instruction manuals and other “how-to” tools were available on the site, so non-professionals could understand the installation process prior to purchase. Additionally, the site provided 24/7 consumer support so DIYers could access help anytime and complete their installation like a pro.
Results
Since its launch in April 2007, the Televator microsite is Werner’s most trafficked section of the corporate website with over 112,000 visits and over 290,000 page views. Consumer feedback focuses on great ease of use and thoroughness of installation videos and instructions. The product continues to be highly rated among consumers and Werner has seen a decrease in customer service calls because their consumers are finding all of the information they need online.