Artisan
Product Launch Plan & Print Advertising
Distributing new product samples through an immersive campaign that created buzz and generated leads.
After four years of ongoing internet marketing, Artisan approached us to collaborate on a multifaceted launch of their new door series – the American Farmhouse.
The Challenge
Artisan Custom Doorworks had developed an innovative process that allowed them to create rustic, reclaimed barn doors out of durable, maintenance-free urethane. Now, they needed to spread the word to their network of architects, builders, and garage door dealers.
Our Strategy
We developed a comprehensive product launch plan with three key pieces. First, we designed a custom direct mailer that contained three samples of the material so that recipients could interact with the product’s unique qualities. The mailer contained a link that led them to a landing page where they could learn more about the color and style options available and get a free estimate for their project. Finally, we designed a postcard, email campaign, and product brochure to create a series of touchpoints for Artisan to keep the American Farmhouse door at the top of their audience’s minds.
The Results
Since the product launch in June, custom-built American Farmhouse doors have been installed on several homes. The custom-built estimator tool was such a success that the client asked us to deploy it across several other pages on the full website for future lead generation.
“The folks at Tower are an energetic, creative team that embraced the needs of our business, applied their fresh and creative ideas to our way of doing business and developed an elegant, easy to navigate website that has expanded our internet presence very significantly. The entire team has a can-do attitude, is very responsive, always positive and working with them is very easy.”
Matt Courtney, President, Artisan Custom Doorworks
