New Product Promotion - Thermostats
Thermostat Line by Robertshaw
Re-build the Robertshaw thermostat brand through; simplification and standardization of the offering, market disruption with simple pricing strategies and focused channel selling. Digital and traditional sales support met the ask.
Campaigns & Amazon
Contractor focused, getting this line of thermostats into the hands of end-users was crucial. The product sample campaign focused on regional geo-targeted advertising that drove contractors to distributors and captured interest through mobile engagement. Creating cookie pools - the digital currency, allowed future nurture campaign development. The contractor labeling campaign was focused on those contractors who wanted individually branded thermostats. The cookie pool from the previous campaign provided a retargeting entry point. 95% of contractors do not have a commercial account on Amazon but use their personal account to purchase trade based products. The Pro-Series Thermostat line targets not only contractors but homeowner DIY'ers who want value and dependability.
