- Consumer purchases of Real Trees increased 3.7 million (15.8%) from 23.4 million in to 27.1 million over a one year period.
- Consumers reported paying 26% more for a Real Tree (from $33.80 to $42.60 per tree).
- The market share of Real Trees increased 4.2% from 70.9% to 75.1% of trees purchased.
- Consumers reported purchasing 600,000 fewer artificial trees.
- The total value of the Real Tree industry increased 46% from $790,920,000 to $1.15 billion … an increase of $363.5 million in total value.
- Among targeted age groups, purchases of Real Trees increased 6% among 18 to 29 year olds and 5% among 30 to 39 year olds… a dramatic reversal of the prior trend.
The Marketing Expansion Campaign produced even greater success the following year, as sales of real trees reached record highs.
In 2007, S&H won the Public Relations Society of America’s Silver Anvil Award of Excellence, the Gold SABRE Award (“Superior Achievement in Reputation and Branding”), and the American Marketing Association’s (AMA) Marketer of the Year Award, all for the NCTA Market Expansion Campaign. The marketing program for Real Trees also became a case study in a collegiate level book, Consumer Behavior, now in its 10th edition.