19.7%
same-store sales increase over the prior year during the campaign period
83
locations across 24 states activated with full campaign collateral and reporting
“The single best promotion we have ever run” — Jeff Willis, EVP of Sales, Roofing Supply Group
The Challenge
Roofing Supply Group, a division of Beacon Roofing Supply, one of the largest wholesale roofing distributors in the U.S. with over $7 billion in annual sales, wanted to build contractor loyalty and drive measurable revenue growth across their distributor network. The goal: get roofing contractors coming back to RSG locations more often, spending more per visit, and feeling genuinely connected to the brand.
The question was how. Generic loyalty programs in the trades don’t move the needle. RSG needed something that would stop a roofing contractor in his tracks, make him tell his crew about it, and make him choose RSG every single time.
Over lunch, RSG mentioned they were exploring a loyalty program and wondered if BLP had any ideas.
We had a couple!
Our Approach
BLP conceived and executed “Hunt with Ted” — a fully integrated, dual-track loyalty campaign built around two Texas legends: the iconic YO Ranch and rock-and-roll icon Ted Nugent.
Track 1
Contractor Loyalty Program: Every purchase at an RSG location earned roofing contractors an entry into a drawing for the ultimate prize — a hunting trip to YO Ranch with Ted Nugent himself. Four winners would be selected. Contractors had to sign up to participate, and BLP tracked net new business acquisition alongside repeat purchase activity — giving RSG full visibility into exactly what the program was driving at every location, every month.
Track 2
Store Employee Incentive Program: RSG store employees had their own program running in parallel — incentivized to promote “Hunt with Ted” at point of sale, hand out branded GWP items, and drive contractor sign-ups. Keeping staff motivated kept the program alive on the floor every single day for two full quarters.
BLP designed, produced, and managed every element of the campaign:
- 9-foot custom Ted Nugent standees deployed across all 83 locations in 24 states — impossible to miss, impossible to forget
- Rules posters are shipped to every location for back-office display
- Co-branded YO Ranch/RSG gift-with-purchase merchandise — custom caps and koozies featuring wildlife native to the YO Ranch
- Direct mail and email campaign driving contractor awareness and ongoing participation
- Employee incentive program to motivate store staff to promote the contest at point of sale
- Campaign reminders printed directly on employee payroll checks — keeping “Hunt with Ted” top of mind across the entire organization
- A monthly tracking and reporting system — BLP managed the numbers, updated the program tracker as locations reported in, and delivered regular performance reporting to RSG corporate throughout the campaign
The campaign ran for two full quarters — long enough to build momentum, short enough to maintain urgency.
The centerpiece of the in-store activation was a 9-foot die-cut standee in the shape of the state of Texas, featuring Ted Nugent holding a guitar in one hand and a compound bow in the other, co-branded with RSG, GAF, and TAMKO. It was impossible to walk past.
Solution & Outcome
The results were extraordinary.
Roofing Supply Group saw a 19.7% increase in same-store sales over the prior year during the campaign period — a number that speaks for itself in a competitive wholesale distribution environment where single-digit growth is considered strong.
The four grand prize winners experienced a hunting trip to YO Ranch with Ted Nugent that generated the kind of word-of-mouth no advertising budget can buy. Across 83 locations in 24 states, contractors chose RSG. Store employees championed the program. Net new business grew. And an EVP of Sales said something he’d never said before.
The campaign’s reach extended beyond the contractor floor. Several of RSG’s larger supplier partners — seeing GAF and TAMKO’s prominent co-branded placement across 83 locations nationwide — expressed frustration that they hadn’t been included as sponsors. When your suppliers are upset, they missed the opportunity to participate in your promotion, and you’ve built something that transcends a loyalty program. You’ve built a cultural moment.
“This was the single best promotion we have ever run.”
Jeff Willis
EVP of Sales, Roofing Supply Group
