How do you let prospective new customers know you offer more services than they might think, while maintaining your current customer base? That was the challenge for Chace Building Supply of Foxboro, MA: many potential customers thought of them as primarily a lumber yard or hardware store. Chace needed to let them know that the store also featured a kitchen showroom, wide selection of windows and doors and a large decking display.
Making things a bit more complicated, many of Chace’s current customers were builders and contractors, skewing towards men. However, when it comes to major home improvement projects, women are major decision makers. Comcast Spotlight was able to reach both audiences with a multi-screen marketing campaign. On television, advertising focused on contractors and builders focused on programming like Monday Night Football and Boston Bruins hockey. To reach women, networks like Lifetime, TBS, TNT and Hallmark fit the bill. And understanding that customers do much of their research about home improvements online, Chace included online advertising to for added reach and exposure.
- Inquiries about kitchen renovations increased.
- Sales of windows, doors and decking categories such as railings all increased.
- In-store foot traffic has increased.
- Customer calls attributed to online advertising have increased.