The Drucker Group

To offer consumers and remodelers alike an alternative to flimsy bath lining products, Bathwraps acrylic systems were designed to deliver attractive higher-end quality with one-day installation times. The assignment was how to find and recruit the right type of home improvement companies to sell and install Bathwraps.

Interviews were conducted with home improvement contractors, marketing executives with companies specializing in direct in-home sales & service organizations, plus editorial staffs from trade publications serving the industry. A full trade media analysis, marketing communications and lead generation analysis was conducted and competitive marketing and spending information was collected.

• Mid- to high-end contractors were interested in replacing lost business with less expensive installations if the jobs didn't taint their reputations.
• Becoming a franchisee was not an option to these home improvement companies. we created a "dealer-first" recruitment strategy.
• Dealer suspicions had to be quelled with sound business planning, and marketing and sales support.

Bathwraps' print and online communications attacked the stereotypical image for acrylic systems head on. It promised quality where none existed before, illuminated new growth opportunities for remodelers and backed it up with smart business support programs. Over the first six months, results generated thousands of visits to the Bathwraps dealer website and produced more than 500 dealer sales leads around the country.