Straight Shooters

Spray Foam Magazine – Late Summer 2021 – The world of marketing can be a daunting place, with terms like intelligent advertising, Gen-Z Consumers and Integrated customer databases. However, take away all the fluff and fancy talk and it comes down to the basics: know the potential customer. Wiggins Construction LLC, a Powell, Wyoming roofing company, did exactly that by offering their potential customers a free rifle with every purchase of a roof installation.

Wyoming is the tenth largest state in the subregion of the Western U.S. It is predominantly a red state, which also has one of the highest amounts of registered gun ownership in the U.S. Its diverse landscape includes mountain ranges and short-grass prairies, packed with natural minerals and agriculture and where hunting and nature works hand in hand.

Matt Thomas is the Customer Relations and Marketing Director for Wiggins Construction LLC and the creative mind behind this campaign. Once Thomas comes up with a new marketing idea, he always runs it by the owner of Wiggins Construction, Joshua Wiggins, who said of this particular campaign, “You think we can buy that many guns?” Thomas replied, “Yes,” to which Wiggins said, “Well, let’s go clean out the bed of the truck."

Thomas recalled the first days following the campaign, “We did get a good response from the idea. Well, about 95 percent positive. We did have a few death threats called and emailed to us.” Thomas started the campaign by posting to the company’s Facebook page which he then said, “Led to the local newspaper doing a story on us which then led to the state newspaper picking up the story. From there it spread like wildfire to features on Fox News, USA Today, and many more.”

However, not everyone warmed to this marketing campaign, so Thomas made sure there was an alternative offer. If the customer did not want a gun, Wiggins Construction would donate to Serenity Pregnancy Resource Center, a non-profit medical clinic that helps support and educate pregnant women and their partners in Powell, Wyoming.  

Wiggins Construction often uses SPF in their roofing systems and their contractor of choice is also situated in Powell, Wyoming. Big Horn Insulation’s owner Jeff Schmidt commented on working with the Wiggins crew, “Wiggins Construction heard about us through word of mouth. We have a good reputation in the area. I started spraying foam northeast of Atlanta and I moved out to Wyoming eight years ago and started Big Horn Insulation five years ago. I went to talk to Wiggins about the benefits of a closed attic assembly and I’ve been doing those since I started spraying.”

Schmidt uses a variety of foams and started spraying SPF about 24 years ago. When Schmidt is not busy on the job he loves all that Wyoming has to offer outdoors, saying, “I love to hike and climb, and I’m also part of the area’s mountain rescue team here.”  

After talking with both Thomas and Schmidt, it is obvious there is a common thread. Both guys have a passion for their day jobs and the Wyoming lifestyle. Knowing and embracing a place and its people can result in a targeted marketing campaign.