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Alcoa Home Exteriors Inc. begins the New Year with more than just a new moniker.
The wholly owned Alcoa Inc. subsidiary - formerly called Alcoa Building Products - has a new business plan, as well.
In an effort to spur growth in a mostly stagnant market, the Crafton-based firm is taking its line of siding, shutters, decorative accessories, gutters and other home exterior products directly to consumers.
For years, the company relied on its distributors and contractors to recommend its products to home owners.
It's not forsaking those distributors and contractors, but rather, plans to augment the work done by them with an aggressive new marketing plan aimed at consumers. Now, rather than working exclusively through those traditional channels to get to consumers, Alcoa Home Exteriors hopes to communicate directly with them, according to president and CEO Gary Acinapura.
The company, which moved its headquarters last year from Sydney, Ohio, to the Pittsburgh area, will kick off the campaign this year with a public relations and advertising blitz, focusing first on print magazines that cover the trade, such as Better Homes and Gardens and Coastal Living.
The campaign, on which Alcoa Home Exteriors will spend about $2 million in 2003, also likely will eventually include television and radio advertisements, Mr. Acinapura said.
The company has also redesigned its product literature to better reflect its new focus.
In the past, when distributors and contractors were the main target audience, that literature was more technical and performance-oriented in content.
Now, photos of parents hugging children and well-landscaped homes outfitted with Alcoa Home Exteriors products are the focus, in order to generate "more of an emotional sale," Mr. Acinapura said.
"A consumer-oriented focus is a bit unique for Alcoa," he said. "It's really dictated by the industry dynamics.