Case Study

HOW 1-800-HANSONS DROVE LEADS AND AWARENESS ON TV

+17%

aided awareness

return on ad spend

24%

of survey respondents select TV

“Marketing Architects helped us achieve remarkable growth in new markets and tap into TV’s true brand-building potential. We’re thrilled to work with a partner so fully invested in our success.”

—Pete McGuire, CMO, 1-800-HANSONS

A home improvement company expands to new markets.

OVERVIEW

 A home improvement company expands to new markets.  

Home improvement remodeler 1-800-HANSONS specializes in providing top-quality windows, roofing, siding, and more. Originally based in Detroit, they established five new locations across the country in 2018. What they needed next was a marketing move to match their ambitious expansion, one that would both raise awareness and drive new customer acquisition. A marketing move like TV.

OBJECTIVE

1-800-HANSONS cements the foundation for a successful TV campaign. 

There was just one problem. A long-time TV advertiser, 1-800-HANSONS had seen a decline in TV response over the years. Was TV really the right channel to drive growth for these new locations?

We hypothesized the shift was due to changing consumer behavior rather than a failure on TV’s part. The company had always used 1-800 numbers as their call-to-action in their commercials. But today, more people prefer to visit a website than call a phone number. Basing response only on calls received wouldn’t account for a campaign’s full impact. To measure TV’s effect on web conversions, we recommended adding a survey to the company’s online lead form where users could indicate how they discovered the brand.

1-800-HANSONS bolsters new customer acquisition with TV.

RESULTS

1-800-HANSONS bolsters new customer acquisition with TV.  

For the campaign to truly achieve its goals, 1-800-HANSONS needed to drive business. Fortunately, response exceeded expectations. Survey data from the lead form showed TV’s halo effect was five times greater than could be measured by phone calls alone—reducing the cost of each TV-attributed lead to a fifth of its initially calculated cost. Today, nearly a quarter of survey respondents cite TV as where they learned about the company and return on ad spend has reached 6X. Plus, from 2021 to 2023, the brand’s aided awareness grew 17%. TV’s impact was undeniable. 1-800-HANSONS was growing both their brand and business through the channel. Today, the company continues to serve homes across the country, with more than 200,000 satisfied customers.