Home siding company James Hardie has hired KSL Media as its first agency of record.
KSL Media will be responsible for expanding the brand in consumer markets and introducing its new high-end brand, Artisan-thicker planks. The $15 million multimedia campaign will rely heavily on direct response tactics in radio, online, print and television.
KSL will target eight markets in the United States and Canada. The campaign will launch this summer, followed by the debut of DRTV spots in September.
Using James Hardie’s database of more than 10,000 people who have requested information, KSL will target these potential customers through life stage and geography data. Initial tests of online advertising using this formula more than tripled average response rates.
KSL’s process runs customer data through a segmentation analysis using personics data and axion modeling, which the system is then able to collapse and group. KSL Media president Hank Cohen says the system can get 70 percent of its customer base into about 20 clusters.
“Years ago you would have to guess what the habits of these clusters were, and now you can … see how media interacts with customers at different life stages and even different points in the day,” Cohen explained.
Cohen said the campaign will primarily target customers with the income or the home equity to re-side their homes, a $20,000 to $30,000 process.
New York-based KSL Media recently bought itself back from Interpublic Group of Companies Inc. Some of its clients include Bacardi, Callaway Golf and K-Swiss.