Harvey Building Products

Challenge
Harvey Building Products, a leading manufacturer and distributor of high-quality building materials, operates across New England and Pennsylvania with a contractor-based sales model. Rather than selling directly to consumers, Harvey relies on HBP Pro-Zone, its contractor referral program, to drive business.
With the goal of increasing online referrals and boosting sales across both established and emerging markets, Harvey turned to MN&Co. to refine and optimize its digital strategy. The challenge was twofold: improve lead quality while evolving beyond outdated success metrics that focused primarily on click-through rates rather than meaningful engagement.

Strategic Approach

Recognizing the shifting digital landscape, we took a data-driven, audience-first approach to maximize efficiency and impact. Instead of measuring success through click-through rates alone, we introduced a more sophisticated attribution model designed to prioritize qualified leads and real conversion actions.

✔️ Refined Targeting Strategy – Leveraged Programmatic Display and audience-based modeling technologies to focus on users actively searching for building products. By integrating geographic, demographic, behavioral, contextual, and predictive modeling data, we ensured the campaign reached contractor-ready buyers rather than passive browsers.
✔️ Shifted Focus Beyond Clicks – Instead of chasing empty engagement, we tracked post-impression activity and referral conversions, allowing us to gauge actual interest and impact rather than just website visits.
✔️ Optimized for Lead Generation – By continuously monitoring and refining audience behavior, we identified the most responsive segments, enabling smarter ad placements and more cost-effective conversion paths.
✔️ Cross-Channel Insights – The data gathered from our refined digital strategy didn’t just improve online performance—it reshaped Harvey’s offline media strategy, providing valuable insights into how to better reach contractors across all touchpoints.

Impact & Results
The shift from a click-based model to a lead-driven strategy resulted in transformational improvements for Harvey Building Products:

✅ 69% decrease in click-through rates—not a loss, but a strategic realignment that eliminated unqualified traffic.
✅ 142% increase in contractor referrals through HBP Pro-Zone, driving stronger engagement and higher conversion rates.
✅ Substantial sales growth, fueled by a more targeted, cost-efficient digital strategy that effectively reached contractors in high-opportunity markets.
✅ A long-term blueprint for digital success, proving that data-driven audience insights can shape both online and offline media strategies for sustained impact.

By shifting the focus from broad clicks to high-value leads, MN&Co. helped Harvey increase meaningful engagement, improve cost efficiency, and drive significant sales growth—solidifying their position in both established and emerging markets.