For the roofing companies, all marketing for the efforts start, first, by utilizing a “heat map” that identifies market areas hit hardest with the most damage from a storm. This map triggers the entire marketing process whereby the roofing companies deploy boots on the ground to the neighborhoods most affected including door knocking, door hanger/brochures, direct mail specific to these addresses, etc.
In turn, we utilize an ongoing geofencing for roofing companies and addressable geofencing approach in which we are essentially tracking along the movements of the active “boots on the ground.” Addressable Geofencing allows us to engage the same homeowners that live in the neighborhoods of interest. The difference is that addressable geofencing allows us to “prime the pump” so that when the door knockers connect with a resident, that person has likely seen the brand, recognizes the name and is aware of the opportunities for free estimates, repair / replacement services, etc. By using AGF, the roofing companies provide updates nearly weekly so that we are in lock-step with their sales personnel and the specific neighborhoods that they are working.
Additionally, after the sales personnel have left the area, our repetition of engagement on all of the residents’ devices continues for about 30 days so that effected residents can make sensible decisions about getting their roof repaired, etc. We also couple this approach with Site Retargeting-VIDEO for added “punch.” Below are the full effect of targeting we deployed:
- Site Retargeting– Given the challenges in leveraging site retargeting on the Google Display network, and the importance of retargeting people who visited their website, we deployed a site retargeting strategy encompassing 5% of the overall marketing budget. Thus making all of their marketing work smarter.
- Keyword Contextual/Search– After consulting with the client on their core keywords (roofing companies, roof replacement, commercial roof repair), we deployed a keyword strategy targeting people who researched many of these terms through the internet.
- Geofencing Marketing – We deployed a geofencing strategy reaching neighborhoods where they did some prior work in.
- Addressable Geofencing (Audience Curation) – Using our audience curation tool, we targeted people who owned homes over 30 years of age as well as locations with heavy hail storm damage.
With quick learning from the campaign launch, our team and multivariate algorithms optimized keywords and blacklisted specific domains to more precisely target consumers.