Price Pfister Inc., the faucet manufacturing division of The Black & Decker Corp., has landed 47,000 customer leads through its first online sweepstakes, which it debuted in mid-April on EZsweeps.com.
The sweepstakes, which concludes June 30, will award the winner $1,000 worth of Price Pfister faucets, a prize designed to qualify leads.
“Cash will always get more entrants, but it is the least targeted type of promotion,” said Curt Hahn, president/CEO of Ascendant Media, Nashville, TN, the sweepstakes services provider running the campaign.
The sweepstakes, which is in EZsweeps.com's Home & Garden section, asks registrants three questions:
· Are you a plumbing contractor or home builder?
· What is the value of the home the faucets will be going into?
· Is your interest in faucets for a remodeling job or new construction?
“The first question determines if we will send them a professional catalog or consumer lead catalog,” said Ken Brock, marketing communications manager at Price Pfister Inc., Lake Forest, CA. “We want to know the value of their home to understand the price level of the faucets they are looking for. Consumers who are looking for remodeling services may be looking more toward retail centers, while those interested in new construction may be buying wholesale.”
Up to this point, Price Pfister marketed its products through advertising in trade and consumer publications as well as through trade shows and its Web site, which describes the company, its products and various price points.
“We are dipping our toe into the water and benchmarking the sweeps program to generate leads,” Brock said.
Under the EZsweeps initiative, the company also is testing online lead follow-up against offline follow-up. In July half the sweepstakes entrants will receive either a consumer lead catalog or a catalog designed for professional plumbers and contractors. The remainder will receive e-mails thanking them for participation and linking them to www.pricepfister.com. All catalogs display the Web site address and a toll-free number, through which consumers can request more specific catalogs and retail center information.
Brock did not disclose goals for the campaign, but he said the 47,000 registrants far surpassed his expectations. He added that the company plans to run more targeted sweepstakes on EZsweeps, possibly targeting professional contractors and plumbers.
“Professional leads are much more lasting than consumer data,” Brock said.
While this campaign was designed for a consumer audience, Brock said roughly 2.5 percent of registrants have been plumbers or contractors. He added that the company currently has 21,000 professional plumbers as customers. Price Pfister does not keep track of consumer buyers.
Price Pfister selected Ascendant Media to run the sweepstakes because Ascendant has a list of other well-known home improvement companies on its Web site, it is not working with any direct competitors of Price Pfister, and it has relationships with other Black & Decker divisions, Brock said.
In order to enter any sweepstakes on EZsweeps.com, consumers must register for the site by entering demographic information including name, address and e-mail. The faucet sweepstakes registration form features a link to the Price Pfister site.
