In business for more than a century, TW Perry, based in Gaithersburg, MD, is one of the mid-Atlantic’s leading building-materials suppliers. The company has six stores serving the Washington, D.C., and Baltimore areas, serving contractors, architects and homeowners. For a campaign focusing on contractors within its markets, TW Perry worked with Comcast Spotlight to create a targeted video advertising strategy designed to increase sales and reinforce its brand in the community.
The company’s target audience was very specific: males, working in the construction industry, living in the Washington and Baltimore markets. Television advertising was geographically targeted to the areas around its store locations, airing on networks like A&E, Animal Planet, CNBC, DIY, HLN, NBCSN, Spike, Syfy, truTV and TV Land, along with specific high-profile sports programs like Monday Night Football, the FIFA World Cup and the College Football Bowl Championship seriesas well as Nationals, Orioles and Wizards games. TV commercials were “tagged” with the location of the closest retail location in each area. The store also promoted special community events to area families, adding networks like Animal Planet, Discovery and TLC. For one such community event, TW Perry worked with Comcast Spotlight to feature an appearance by SpongeBob SquarePants. The company’s digital advertising strategy, also primarily targeting contractors, were featured across the full Washington and Baltimore markets, and included all store locations, with in-banner and pre-roll video on sites such as Xfinity.com, FOXNews.com, FOXBusiness.com, WatchESPN and the NBCUniversal Digital Entertainment network.
A strategic multi-screen video advertising campaign constructed impressive results for TW Perry, as the company experienced a 12% increase in website traffic, and a nine percent sales increase. Digital advertising delivered more than two million impressions, 19,000 views of its commercial, and more than 1,000 click-throughs to the company’s website.