The Challenge

Research told us that Spanish-speaking roofers were not as familiar with Beacon and needed a reason to consider Beacon for their orders.

More than 60 percent of all Beacon roofing contractors are Hispanic, and the company wanted to reach them with a quarterly promotion that specifically addressed them in order to increase awareness, engagement levels and roofing materials orders.

Solution

We designed a free Chevy truck promotion, recognizing that pick up trucks are in high demand among Latino contractors for work and family use.

This gave us an opportunity to make them aware of key Beacon benefits. Through their local branch they can:

  1. Access all the Beacon materials inventory

  2. Get assistance with project planning

  3. Get on-time and complete delivery

  4. And get more responsive service 

Results

"Beacon Road To Success" Promotion

The "Beacon Road To Success" campaign was a resounding success. Over the 10-week promotional period, orders from Hispanic contractors increased significantly, demonstrating strong engagement from the core target audience.

The promotion was also available to general market contractors, who likewise showed notable growth in order volume during the offer period.