It’s no easy task to get both professional builders and homeowners fired up about buying premium quality pressure-treated lumber. Yet the marketing team at Great Southern Wood, the only branded pressure-treated lumber wood manufacturer, constantly thinks about how to effectively engage and retain this diverse target audience, ranging from Millennials moving out of their 100-square-foot apartments and into their first houses to experienced deck builders.
CMO James Riley shares key insights in building campaigns that resonate with important B2B and B2C audiences in a growing footprint, and using in-campaign optimization to target more precisely to deliver the right YellaWood message to the right people at the time through the right channel.