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
Meta’s Mojo: An Unstoppable Force in the Paid Social Landscape
Despite the adversities of the past year and the constantly changing digital landscape, Meta has course-corrected and emerged arguably more robust and adaptable. It has demonstrated an ability to recover and consolidate its commanding position in the paid social space. If we’re talking mojo, Meta is undeniably back in full swing, and there are compelling
Balancing Brand Control and Franchisee Autonomy with Collaborative Social Advertising
Make the Most of Your Advertising Opportunities with a Collaborative Approach Recently, Tiger Pistol CEO Paul Elliott penned an article for Global Franchise’s North America Report. Elliott discusses the struggle brands face in retaining control and maintaining consistency while giving franchisee owners freedom in their social advertising efforts.
How the Right AdTech Drives Revenue Through Channel Partners
Increasing revenue through channel partners has (finally) become a focus for brands. Many have spent the past two years focused on digital transformation, eCommerce extensions, and branded retail experiences. As they look for new revenue, channel partners have come into focus. In April, Channel Marketer and Demand Gen released a report elaborating on the result
Why a Scaled Social Advertising Solution is Essential for Marketing Resellers
Scaling Facebook and Instagram advertising can pose a formidable challenge for marketing resellers lacking the essential resources and know-how. Without access to robust AdTech platforms and experienced teams, efficiently managing and optimizing a high volume of advertising campaigns can seem insurmountable. However, a scaled social advertising solution can be
