How do you sell a product to customers who already have one?
That was the challenge Somero, the worldwide leader in concrete leveling, faced with its large-scale concrete leveling equipment.
The product was reliable. Durable. Proven. But most contractors in need of a large screed already owned one.
Somero needed a smarter way to re-enter the conversation — and DeanHouston had just the blueprint.
Challenge
Brand awareness wasn’t the issue. Somero was already a known name. The challenge was positioning a new, premium product to customers who might not think they needed it — and proving its long-term value.
We had to cut through the “we’re good for now” mindset with a focused campaign that would reframe the purchase decision.
Strategy
DeanHouston rolled out Somero’s first-ever marketing automation initiative — a targeted, three-tier email campaign built to deliver real value at every stage of the buying journey.
- ✅ Tier 1: Awareness — Product features, benefits and use cases
- ✅ Tier 2: Consideration — ROI calculator comparing buy vs. rent
- ✅ Tier 3: Decision — Customer testimonial + limited-time training class offer
We also drove leads to a custom landing page where prospects could explore more and redeem their training coupon.
Growth
The campaign had an immediate impact:
- 💥 $250,000+ sale directly attributed to the campaign
- 💥 41% email open rate — nearly double the industry average
- 💥 14% CTR — 4x the typical benchmark
- 💥 Two additional purchases linked to campaign activity
It didn’t just create awareness — it created urgency and trust.
Takeaway
When you pair automation with smart strategy, results follow.
By guiding prospects through a thoughtful, data-driven journey, DeanHouston helped Somero not only land a major sale but also establish a scalable framework for future product launches.
The foundation has been poured. Now, the growth can rise.