Tracing its origins to early days as a division of a local electrical contractor, Pace Lighting of Savannah, GA, established itself as a top provider of lighting fixtures for the entire home. The retailer worked with Comcast Spotlight to create a geographically and demographically targeted multi-screen video advertising plan to give sales a boost. STRATEGY: Pace Lighting’s target audience was affluent homeowners, with a lean towards women. Geographically, the store wanted to reach consumers near its location, where the majority of its clients lived. Television advertising ran on networks like ABC Family (now Freeform), CNBC, E!, Food Network, FOX News, Hallmark Channel, HGTV, HLN, Lifetime, TLC and TV Land, accompanied by in-banner digital advertising utilizing the same message on XFINITY.com The commercials were designed to have a look that was consistent with Pace Lighting’s website, creating a seamless experience for clients.
Multi-screen video marketing was a decidedly bright choice for Pace Lighting, as annual sales increased by approximately 6.25%, thanks to an increase in customer foot traffic after the campaign launched.