2013: Be Different, Get Results

People living in the Minneapolis area know all about the Ugly Duck.

What’s the Ugly Duck? Thought you’d never ask. Here’s the scoop:

Two guys, Josh Paden and Bill Barton, spent a couple decades working in the Minneapolis area home improvement market. On more than a few of those jobs, their paths crossed. The other thing that happened during that time: They saw more than their share of ugly decks and patios.

In 2005, the two decided to join forces to start All Seasons Building Company and UglyDeck.com. They knew from experience there was a market of homeowners looking to improve their outdoor living spaces.

Using a creative marketing angle, Ugly Deck built a name for itself. Their TV ads were a hit. But even with their early success and growing awareness, Josh and Bill weren’t satisfied; they knew they could generate more leads and jobs from the market. Keep in mind, this revelation came after a record year in 2011 … in the face of an uncertain economy.

Making a few adjustments to their media and creative, they proved that being different is good. They also showed that, while building awareness is good, building preference (and action) is even better.

The results were outstanding. UglyDeck grew 40% in 2012 over that record-year of 2011, and is poised to continue that momentum as the remodel market rebounds.

ESA is proud to have both Josh Paden and Bill Barton as guest presenters at the ROI2013 Conference in January. Their creativity, energy and passion are all evidenced in their continuing success story.

Bill Barton of Ugly DeckJosh Paden of Ugly DeckAs Bill and Josh look ahead to 2013, they’ve set their heights even higher. Armed with this refreshingly different — yet disciplined — marketing effort, a consumer-friendly experience, quality workmanship, and a large duck suit … I think it’s safe to say they’re onto something very good here. Who are we to argue?

After all, it’s never a good thing to argue with a large duck, is it?


Follow ESA on Twitter or Facebook to get your daily helping of market intel!

Dave Eckstein, ESA & Company | Real. Local. Results: 2012Dave Eckstein is a Partner in the firm ESA & Company. He specializes in highly profitable market share growth for local businesses and gets a kick out of demonstrating a declining cost of customer acquisition. He plays baseball, but isn't that Dave Eckstein.

Social Share Toolbar

Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>