Case Study: Ply Gem disrupts the siding market with Point to Point’s EverPlank launch strategy

Ply Gem launches EverPlank in 75+ years of leadership with Point To Point

Ply Gem, a leading manufacturer of vinyl siding, faced the challenge of overcoming outdated perceptions of its legacy product to launch its new flagship luxury vinyl siding, EverPlank. They needed to create demand for this new category and first gain buy-in from their internal sales teams and B2B partners, rather than marketing directly to homeowners. To address this, they worked with the vendor Point to Point on a product launch strategy.

Point to Point developed a full launch solution, including a new logo, tagline, and messaging that reframed vinyl as a desirable product. They executed a phased, omnichannel campaign rollout starting with internal sales tools and extending to dealers and distributors through digital assets, physical showroom materials, and sales kits. The launch was a success, receiving strong positive feedback from Ply Gem's sales organization and partners, convincing contractors to adopt the product, and requiring minimal adjustments for new market introductions, thereby maintaining Ply Gem's leadership position.

Ply Gem