Everest - Playing the percentages
Everest are the number one brand in windows and doors, but being the market leader can often make changing things hard. Faced with declining appointments, sharper competition and more demanding customers Everest wanted to halt the decline, raise appointment numbers to pre-2010 levels and initiate a long-term growth trend. MBA and MediaCom formulated a strategy founded in doing lots of little things a little bit better – everything from what Everest did on TV down to the real-time tests done in search. Out of all these ‘one percents’ a growth trend was produced, contributing £1.8m in incremental margin and improving ROMI by 15%.