Huttig Building Products, founded in 1885, is a leading domestic distributor of millwork, building products and wood products used in new residential construction and home improvement, remodeling, and repair work.
Therma-Tru is the leading brand of fiberglass entry doors on the market and has a good/better/best product strategy. Smooth-Star is their good, Fiber-Classic is their better and Classic-Craft is their best. While the primary objective of the promotion was to drive high-dollar sale of Classic-Craft fiberglass doors (best), it also awarded incentive on the good and better product lines to drive sale of Therma-Tru Fiberglass doors, overall.
“…40 of Huttig's 78 outside sales reps beat their individual sales goals…”
The campaign strategy
To sell more Therma-Tru doors, the campaign featured a kick-off promotional video on the microsite that got sales reps excited about signing up and outlined each path a participant could take to, "find his/her freedom". They could choose either, On the Open Road with a Harley Davidson Low-Ryder; Off the Beaten Path with a 4-Wheeler Polaris; Out Making Waves with a Yamaha WaveRunner; or, Across the Sky with a $15K travel voucher. Once they chose a prize path, they received an email every week of the promotion, tailored to their prize path, driving them to the microsite, the hub of the promotion, set up to easily explain all the details of the promotion with downloadable information available.
To help incentivize participation further, Find Your Freedom was marketed as one of the largest promotions of the year. Participants were incentivized with grand prizes, plus 12 finalists were chosen to attend an all-expenses paid Gateway to Freedom event in St. Louis, where they enjoyed a VIP weekend of fun and freedom, including premium accommodations, a suite at the Cardinals game and more. Out of these finalists, the grand prize winner was chosen.