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Has your brand historically relied on face-to-face sales visits to interact with customers? If so, you likely had to pivot in the wake of the COVID-19 pandemic. That’s because the traditional sales visit went out the door when shelter-in-place orders affected all 50 states this spring. Meanwhile, social distancing, mask wearing and daily cleaning became the new normal. And, as home product brands transitioned to work-from-home conditions, they were forced to reexamine how their sales teams interact with customers.
While many companies pulled or drastically reduced their marketing spend, VELUX® skylights largely stayed the course with its advertising: broadcast, OTT, digital, social media, paid search and influencer marketing. But the brand also smartly positioned itself to connect with homebound consumers by creating a virtual design consultation service. Launched in April, the service helps spark ideas and offer product and installation education as consumers research home renovation projects … from the comfort of their own home.
Why a Pandemic Presented the Perfect Opportunity for Change
So, what made a challenging spring season the perfect time to launch a new design consultation service?
- Consider: With consumers at home, overall screen time increased, and online research activities skyrocketed. According to Google, “home repairs and projects” surged into the top of the search engine’s overall category. What’s more, many consumers acted on that intent, pulling forward an average of four months’ worth of home DIY projects during the second quarter of 2020.
- At the same time, competition online fell across the majority of “home repairs and projects” searches, with many brands and online retailers pulling back their ad campaigns. This resulted in reduced cost-per-click results on Google and Bing and also reduced VELUX’s cost per mille (CPM). On Pinterest, staying the course resulted in a spike in engagement, click-through and save rates for VELUX paid pins.