Tendura combined recycled plastic with wood byproducts to create an extruded product you would use to replace the tongue-in-groove flooring on your porch. The barriers to entry were obvious. The homes that have the sort of front porch that has a tongue-in-groove floor, for the most part, are nicer homes. What homeowner of, say, a nice 19th-century Victorian home is going to replace the porch with plastic? But, we had seen this product. It was nice. You could hardly tell the difference between it and lumber.
Advertising Tendura called for a unique strategy. We approached caretakers of historically significant homes – the childhood home of Hank Williams in Georgiana, Alabama, and the birth home of Tennessee Williams in Columbus, Mississippi, for example – and offered to replace the porches for free in exchange for our featuring them in advertising. We reasoned that homeowners would at least consider a plastic and wood composite if it had been used on the porches of historical landmarks.