Deploying Micro Campaigns at Scale to Address Different Customer Segments
For brands with multiple customer segments, matching marketing strategy to your market can be complex. It doesn’t have to be. Collaboration is the key to pulling it off right. Take for example our experience with Kichler, the innovative leader in decorative light fixtures, lamps, and home accessories.
Often lighting is a component of a larger room design, and many consumers work with interior designers or other home improvement specialists who often make the decision at the point of purchase to review with their clients. Therefore, brands like Kichler must approach their marketing not only with the end-consumer in mind, but also professionals recommending options and especially the local dealer who guides the decisions in their store.
For Kichler, this multi-pronged sale required two things to be achieved at the same time:
- Any effective strategy needed to speak to the language of the consumer, but in the dialect of the designer or builder.
- Kichler is sold through lighting dealers, which can feature hundreds of products in a showroom, including competitors. They needed to separate themselves in the mind of local dealers who recommended lights to designers, builders, and consumers alike.
By understanding this nuanced path to purchase, Kichler used Tiger Pistol to complement in-store displays with store-level paid social campaigns. This combined strategy drove sales by connecting a brand’s digital reach to consumers and designers to a specific local independent lighting dealer with increased point of purchase signage. Not only that, but each dealer was able to customize their ad based on choices pre-approved by Kichler.
This potent combination allowed Kichler to drive sales through their independent sales network of dealers, but also built loyalty with the dealers themselves. Through collaborative social advertising, Kichler’s relationship with their dealers transformed beyond just a supplier and into a strategic partnership focused on customer acquisition. Moreover, both enjoyed a 58% decrease in CPM (Cost per 1000 Impressions) creating a broader reach without the expanded budget.
Discover how Tiger Pistol can power your local advertising success.
Related Posts
Marketing Resellers: Struggling to Gain SMB Facebook Page and Ad Account Access? Here’s the Solution.
Marketing resellers face a fundamental challenge: before they can launch a single social advertising campaign, they need access to SMBs’ Facebook Pages and digital ad accounts. What seems like a simple step is, in reality, a major bottleneck. SMBs are busy. They do not have time to navigate complex permissions processes, and any friction in […]
If They Post a Lot, Why Do My Franchisees Need Paid Social Advertising Too?
With an astonishing three billion monthly active users, Facebook is the unrivaled social media powerhouse. For franchise marketers aiming to captivate diverse age groups and conquer multiple geographic locations, Facebook stands as an indispensable cornerstone of any formidable social media marketing strategy. Nevertheless, an intriguing question lingers among
Effective Field Support Part 2: Unlocking Performance with Hyperlocalized Campaigns
Franchise advertising thrives when campaigns resonate deeply with local communities. While geo-targeting and regional campaigns are effective for scalability, hyper-localized campaigns deliver the most impactful results by tailoring messages to specific audiences at the local level. By launching ads directly from individual franchisee accounts, brands can maxim
Platform-Specific Strategies: Maximize QSR Loyalty Program Impact Through Local Advertising
The restaurant industry has experienced significant shifts in recent years, with technology and customer preferences evolving rapidly. According to TouchBistro’s 2024 State of Restaurants Report, takeout and delivery have surged, with 95% of operators now using online ordering platforms, often relying on multiple solutions to meet demand. In addition, 72% of
