9-Figure Mattress Store Uses OTT Advertising & Geofencing To Sell More Furniture

A northeast furniture store with many locations wanted to think “outside the box” of traditional advertising so that they could formulate solutions to the many “pain points” in which the COVID pandemic was changing the landscape of doing business.  They were doing the traditional Google Ads, Facebook and TV Advertising.  To further complicate the challenges, the pandemic created inventory/supply chain shortages. Regardless, the furniture company still wanted a proactive approach to reaching in-market shoppers who were most likely to purchase mattresses and furniture. 

By utilizing our counsel, strategies and platforms for 6 months, they started with a $3,000 per month budget and for the past 21 months, their budget has fluctuated between $20,000 to $40,000 per month. 

Primary Challenges The Furniture Store Faced

COVID changed the landscape in how furniture businesses operate

Although the pandemic has affected so many in so many ways, the “spirit” and “attitudes” of this furniture brand allowed them to “fight and win” versus others who have adopted a “wait and see and hope to survive” attitude. Simply put, do nothing, get nothing.  SO they double downed on their digital advertising and sought on new strategies their competitor were not testing.

Supply chain made it tough to get product in on a consistent basis

One of the tremendous advantages to utilizing robust, digital strategies is the ability to be nimble. Digital media buys, pivots, tweaks and optimizations or even “wholesale” changes across the board can be implemented with speed, unlike traditional media buying and placements which can lag. The ability to be nimble allows the dealership to respond quickly to the fluctuating inventory from mattresses to other types of furniture

We were able to furniture and mattress shoppers accordingly, presenting relevant advertising messaging that would resonate with the audiences that mattered most to the multi-location store…at that time. We utilized a “multi-pronged” approach finding furniture buyers or those who have a “high-propensity for being in the market,” coupled with “creditworthiness” and we targeted them at their residences as well as other competitor furniture and mattress stores near their locations.

furniture store ott advertising

Using Addressable Residential Geofencing, this allowed the furniture brand to connect with shoppers during their “research” phase and via their online activities that indicate “intent to buy.”  So, those who think that only targeting or geofencing their competitors is a good strategy are normally sorely mistaken as they are too late to the party and their media spend is wasted.

This furniture store was able to influence the mattress shopper during their research phase so that our furniture store was the one of choice, first. Again, we would use this strategy mixing new mattresses along with coupon redemption codes.

Additionally, the furniture brand’s messaging would resonate with those who were in-market visiting another furniture store or researching mattress and furniture online.  So, the ability to identify different types of buyers and, in turn, serve advertising in the form of banners, display ads, pre-roll video and OTT/CTV Advertising was impactful. If you “entertain the brain, you turn shoppers into buyers.” Simple!

What Propellant Media Was Tasked With

The client didn’t simply want a straightforward geofencing campaign.  Instead, they wanted a holistic programmatic strategy that heavily focused on utilizing their video creative.

It’s imperative to note that a single tactic or strategy is not what wins the day. Instead, we develop a more “holistic” or well-rounded approach strategically. So we came up with the following tactics are deployed in a single campaign

Over A 90 Days Period…The Furniture Store Drove Over 900 Walk-ins To Their Furniture Store

furniture store ott advertisingThis “holistic” strategy allowed us to drive over 900 walk-ins to their furniture store over a 90-day period.  Storage managers were contacting the marketing team about people claiming the coupon codes and noticed the obvious increase in store sales during the advertising period.

The brand has expanded the marketing strategy to more store around the country and has allocated additional marketing dollars to this bucket of digital advertising.

Table Of Contents Geo-Fencing What Is It? What It Is Not. Competitive Conquesting Customer Loyalty Efforts Marketing Message Differentiation   Today’s retail landscape is highly competitive, with consumers spending more money online, retailers need to leverage all of the digital…
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Sports Apparel Brand Taps Into New Audiences With Geofencing & Display Advertising

The Challenge For A Sports Apparel Ecommerce Brand

Ecommerce brands are constantly working to generate consistent sales via their platforms.  It’s not enough to have a good website, and let alone a good product.  They must market like crazy, build their audience, find more people in-market for their products, and maintain repeat purchases.

A Sports Apparel organization selling Game Day Boots as well as sports youth products ranging from volleyball to basketball was already seeing success with their current efforts.  They were leverage Google Ads, Facebook, Instagram advertising, and even SEO.

But they knew in order to compete, they needed to evolve their display marketing mix which they wanted to consist of 15% of their marketing spend.  They heard about geofencing marketing and naturally reached out to Propellant Media to inquire about it.

Marketing Mix For Sports Apparel Programmatic Display Marketing Campaign

The team at Propellant Media developed a comprehensive three to four month strategy of geofencing, keyword contextual, 3rd party data segments and site retargeting.  It was important to note that programmatic display is a top to middle of funnel strategy, allowing us to build an audience, create interest, and leverage the retargeting to get people to purchase or buy at some stage throughout the customer journey.  Our ultimate goal was to reach parents with kids in youth sports similar to the data segment below.  In addition, the team wanted to reach college students during football games and sell gameday boots that mirrored the school they attended.  Below is the tactical breakdown:

  • Geofencing Marketing – Our team built geo-fences around gameday football events.  We believed that their core audience was already working at these locations or visiting these locations.  So we wanted to make that audience aware of the brand.
  • Keyword Contextual Targeting – We used very specific keywords based on search queries or articles people were reading online.  We leveraged several the following keywords to reach that audience:
    • gameday boots
    • college football
    • alabama football
    • texas football
    • soccer shoes
  • Site Retargeting – In order to maximize our brand recall and those who visited the website, we developed a site retargeting campaign with a frequency of 6 ads served per day per person to keep them top of mind, not just to our campaigns but to other offline marketing efforts that allow people to visit their website.

Results Of The Programmatic Display Data Targeting Campaign

After working with the national sports apparel company, we produced some fruitful results for the brand.  Below were the results during that time.  After delivering over 3.7M impressions and over 4,700 clicks, the CTR performed 30% above industry average.  Most importantly, the client said during the months of November and December of 2023, it was their best months with sales at the company.

We continue to run campaigns around sporting events and ongoing online browsing audiences.

Jewelry Store Drives Over 50 New Visitors To Their Store

Challenge

A local jewelry store was looking for ways to connect with potential consumers who could become ready buyers of jewelry at their store.  They’ve been use to the traditional digital advertising channels including Google Adwords, SEO, Facebook Advertising and many of their own traditional offline marketing mediums.

After learning about programmatic display and geofencing marketing, the jewelry store decided to test the waters with Propellant Media.

Action

During the course of 2 months, our team built hyper local and granular targeting campaigns focused on events the company was sponsoring as well as ongoing geofencing campaigns in order drive foot traffic to their stores in their local area.

In addition to geofencing the said events as well as competitor locations, our team built what’s called conversion zones around their individual stores in order to measure foot traffic and those who saw and clicked on their ads and then visited their stores afterward.

We also informed the client that a more full funnel approach to their geofencing campaign would drive better performance, so we created a media plan that broke down as follows:

This is a standard but customized program we do for most brands, but this was showed this approach would allow for reaching buyers based in their intent to buy online and those who visited competitor jewelry stores.

Results

Over the course of 8 months, our team drove 141,000 impressions, 161 clicks to their ads, and 0.11% click through rate (above the industry average of 0.10% CTR).

More importantly, our team helped drive over 51 new people to their stores over the course of 2 months.

In addition to measuring foot traffic to the jewelry stores, we were also able to measure over foot traffic lift to their store locations.  The carrier experienced a 60% lift in foot traffic when you compare those who did not see the jewelry store’s ads versus those who did see the carrier’s ads.

Big 4 Wireless Carrier Drives Over 3,000 Store Visits

Situation

A big 4 communications company was looking for ways to connect with potential consumers who could switch phone carriers.  They’ve been use to the traditional digital advertising channels including Google Adwords, SEO, Facebook Advertising and many of their own traditional offline marketing mediums.

It was a more complicated and intricate approach to digital marketing as they needed to utilize this effort to drive foot traffic to all of their stores, while reaching wireless carrier purchasers NOT after they already bought a phone or coverage, but before they bought coverage.  After learning about programmatic display and geofencing marketing, the communications company decided to test the waters with Propellant Media.

Action

During the course of 12 months, our team built hyper local and granular targeting campaigns focused on events the company was sponsoring as well as ongoing geofencing campaigns in order drive foot traffic to their stores around the country.

In addition to geofencing the said events as well as competitor locations, our team built what’s called conversion zones around their individual stores in order to measure foot traffic and those who saw and clicked on their ads and then visited their stores afterward.

Results

Over the course of 12 months, our team drove 2.3 million impressions, 3,500 clicks to their ads, and 0.15% click through rate (above the industry average of 0.10% CTR).

More importantly, our team helped drive over 3,100 new people to their stores over the course of 8 months.

In addition to measuring foot traffic to the wireless carrier’s stores, we were also able to measure over foot traffic lift to their store locations.  The carrier experienced a 70% lift in foot traffic when you compare those who did not see the wireless carrier’s ads versus those who did see the carrier’s ads.

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