Pella was facing stagnating growth and eroding share despite increasing their marketing spend by 15% three years in a row. They were also dealing with an aging customer base, a complex suite of products, and heavy spending competitors. Pella needed to stop focusing on channels, and start planning around audiences.
Using Pella’s first-party data and GALE’s own database of 275 million households, we created unique plans for 40 markets. We developed hyper-accurate audience propensity models paired with relevant, localized messaging across all channels including digital, DM, DTV, Print and OOH. In our first year we were able to decrease media spend by 18% while driving 11% sales growth.
Pella has over 150 patents and counting. That’s just one of the stories we tell across all channels including email and CRM.
Hyper-localized messaging to drive relevance at scale.
On any given day some people can be experiencing either extreme heat and extreme cold. This difference in weather is just one of the ways we have to tailor our messaging to different audiences.