National to Local: Deploying Location-level Campaigns at Scale to Address Different Customer Segments

For brands with multiple customer segments, matching marketing strategy to your market can be complex. Collaboration with your local partners is the key to success. Kichler Lighting, the innovative leader in decorative light fixtures, lamps, and home accessories, is sold through lighting dealers, which can feature hundreds of products in a showroom, including competitors. The brand needed to separate themselves in the mind of local dealers who recommended lights to designers, builders, and consumers alike.

To address this nuanced path to purchase, Kichler partnered with Tiger Pistol to complement in-store displays with store-level paid social campaigns. This combined strategy drove sales by connecting consumers and designers to a specific local independent lighting dealer. 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.