When many people think of back-to-school time, they think of paper, pencils and new clothes. A new heating system may not be atop many shopping lists at that time of year, but Bonney Plumbing, Heating, Air & Rooter Service of Sacramento, CA, saw back-to-school as a perfect time to reach families with an inventive to make a purchase then instead of waiting until winter. With Comcast Spotlight’s multi-screen solutions, they could reach those customers multiple times on multiple platforms.
Targeting homeowners aged 35-60, Bonney focused TV advertising on popular networks reaching that audience, such as CNN, Food Network, FOX News, HGTV, Lifetime, MSNBC, TNT and USA. Those networks made up the core of the company’s year-round media plan as well as the special back-to-school campaign. Digital advertising on Xfinity.com included banner advertising featuring the special back-to-school promotional offer and leading customers directly to Bonney’s website, where they could see the company’s full range of services.
Bonney’s back-to-school campaign was a lesson in how TV + digital = multi-screen advertising success, as the company saw 156% growth in the number of completed HVAC installations compared to the previous year. With traffic coming to the company’s website thanks to its digital advertising, it saw an increase in lead forms requesting appointments, with some of those customers mentioning the specific promotional offer.