Spyder Products was firmly entrenched as a critical tool brand partner with Lowe’s, serving their professional contractor customer base. After several major line extensions and new product launches in recent years, Spyder’s sales were growing steadily. With much to communicate to end-users — and more new product launches in the pipeline — the business decided it was time to develop a direct line to pro users. Email marketing would allow Spyder to further build brand loyalty, open up new promotional capabilities and drive measurable sales to their major retail partner, Lowe’s.
Freeman Communications was challenged to develop a database of end-users, all opted-in to receive ongoing promotional marketing from the brand via email. Our team put together a plan to run a large promotional sweepstakes, targeting pros across a wide range of trades, including carpentry, construction, HVAC, plumbing, roofing, electrical and more — all potential customers for Spyder. How did we get them interested? High-value prize packages including a one-of-a-kind Spyder toolbox, tools and Lowe’s cash cards. We executed a massive social advertising blitz on Facebook and Instagram and partnered with dozens of major tool influencers to promote the giveaway.