Our Work Portfolio

Larson Doors

• Online Advertising
• Online Microsite
• Print Marketing

As the number-one selling storm door company in America, Larson produces storm doors, storm windows and retractable screen doors that help customers create a secure, energy-efficient home with enhanced curb appeal.

Larson engaged Sundog for a campaign to market its energy-efficient storm doors eligible for the 2009 Energy Tax Credit under the American Recovery and Reinvestment Act. Homeowners could qualify for a 30% tax rebate when installing an approved storm door in combination with select entry doors. Sundog would create a landing page where all marketing efforts could be measured. The campaign lasted two-weeks, with a deadline of June 1, 2009 (before the tax rebate offer ended.) Sundog completed all the campaign elements within four days to meet the tight deadline.

Deliverables

• Design and place USA Today newspaper ad with landing page URL: Larsondoors.com/taxrebate
• Create online ads to be placed on Google Content Network
• Write Pay-Per-Click Google ads
• Build hero spot ad for Larsondoors.com homepage
• Design landing page: Larsondoors.com/taxrebate results

The USA Today ad ran three days (5/21, 5/22 and 5/29). The online campaign ran for two weeks (5/19 – 6/1). In that time, Larson achieved:

• 38% increase in “dealer locator” conversions
• 19% increase in website visits
• 6% increase in “storm doors” section visits
• 17% increase in its website conversion rate over the previous 2-week period.

In total, Larson achieved 4,762,770 impressions with 8,086 responses within the short two week span. The cost per conversion was $33 for all the tactics combined, with a 24% conversion rate. One valuable insight for Larson was the outstanding performance of online tactics versus print:

The cost per conversion for print was about 22.2 times larger or 2,117% greater than online.