Wolverine. Building a Brand That Works.- Issue: 2001 Qtr 1
by Walt Hoyt, Director of Marketing, Wolverine Siding Systems
At Wolverine Siding Systems, we've been fortunate to be a part of the home building and remodeling industry for more than 50 years.
And for most of those years we've focused on building our reputation (that's what we called it before branding became the fashion) for innovation.
Here's how we did it. First, we recognized early that the channel -- our distributors -- was a vital ingredient in building our business. So we focused our attention on serving their needs. We wanted to be sure that Wolverine distributors were positive they were selling the best siding products on the market. And we wanted them to make money.
It is our belief that a brand isn't strong if it doesn't have a great relationship with its distributors. So we have developed initiatives like Business Works™, Profit Share™ and our Sales Support Program to help distributors promote and profit from our brand. |
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Second, we developed a keen understanding of the users of our products -- builders, remodeling professionals and architects who actually specify, purchase and install our siding products.
By understanding their needs and preferences, we have been able to create products of true distinction and value. Yes, we use focus groups, contractor breakfasts and so forth. But the real insight comes from job-site understanding. Everyone on the marketing team (including the agency team from Miller Brooks) has spent plenty of time on job sites, not only talking with and learning from contractors, but even installing product!
From this thorough understanding of the construction trades we have developed the most comprehensive award-winning system of selling materials in our industry. Every piece is designed to fit into a tightly knit system of promoting and demonstrating the innovative performance features of our products with our respective key audiences. |
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 | And finally, we make sure our brand is meaningful to consumers -- the homeowners who purchase our siding products. Because we're not big enough to do national consumer advertising, we have taken a more targeted, rifle-shot approach to reaching consumers. |
It begins with custom contact programs designed to deliver specific sales materials right to homeowners when they are considering a purchase. It also includes the use of targeted national publications aimed at consumers who are in the market for a home.
We even have a gift for homeowners when they install our siding: a solid brass door knocker engraved with their name and presented by the builder or contractor. It's our way of saying thanks and staying in their minds.
We've also taken our brand on-line at www.siding.com. Increasingly, this site has become a well-used resource for all of our customers to find information, see new ideas and receive sales leads from other customers.
The bottom line: we can see the results of closing the loop of building the brand with our distributors, our building trades customers and with homeowners. We see it in our profitable operations, in the pride our people take in being a part of the Wolverine team, and in the constant recognition we receive from industry studies that rank us the Number 1 brand in siding.
A little background on Wolverine
Wolverine Siding Systems is a brand of CertainTeed Corporation, a $2 billion manufacturer of building products based in Valley Forge, PA. Wolverine manufactures a complete line of siding, soffit, decorative trim and specialty siding (decorative rounds, shake siding) to the new construction and remodeling markets. It is also active in historic renovation programs across the country.