It’s no secret that consumers often complain to a local Better Business Bureau chapter if they have a negative experience with a business. Some of those experiences could be avoided if customers had the information to make an informed decision earlier in the process, so the Chicago Better Business Bureau (BBB) worked with Comcast Spotlight to develop a consumer awareness campaign to do just that. The goal? Bring more consumers to the BBB website to check businesses in advance.
The Chicago BBB’s campaign relied on both geographic and demographic targeting. By focusing on specific zones in the market, the agency was able to reach areas with the most businesses and focus on Chicago itself, as a chapter from Northern Indiana also operates within the market. Demographically, the BBB was seeking to engage women, who tend to be the primary decision makers, and homeowners with average to above-average income. TV networks included in the media plan were AMC, Bravo, Food Network, HGTV, History, Lifetime, Syfy, TNT and USA. Digital marketing on Xfinity.com included in-banner video advertising and full-market sign-in page takeovers. The synergistic, “three-pronged attack” was also carefully timed, focusing on Mondays, the busiest day for traffic to the BBB’s website.
Multi-screen advertising significantly raised awareness of the Chicago BBB: during a one-month campaign, 1,800 new visitors came to the organization’s website through Comcast. During the first sign-in takeover campaign, traffic to the BBB’s site increased 152% year-over-year. The success led the BBB to develop industry-specific messages and a business-to-business campaign to encourage businesses to seek BBB accreditation.