The Mayer of Strategy: Deploying Micro Campaigns at Scale to Address Different Customer Segments
Chris Mayer serves as Senior Solutions Engineer at Tiger Pistol. His series, Mayer of Strategy, examines social advertising strategies that depart from the traditional digital marketing linear funnel approach. Chris outlines methods for both decentralized and centralized frameworks, in which product messaging is negotiated through different stakeholders – with strategies that acknowledge that the sales rep who works for the store that sells your products is just as important as the consumer who ultimately buys them.
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.
Is your brand exploring ways to introduce a quality social program to your channel partners? Learn more about Tiger Pistol’s Collaborative Advertising Platform for brands.
Related Posts
Tiger Pistol Expands Advertiser Ecosystem to Include TikTok, Paving the Way for Vertical Video Social Media Advertising at Scale
Surveys among marketers planning their 2024 budgets underscore the significance of short-form video. A recent Kantar study reveals that three out of every four marketers intend to boost their online video budget. Furthermore, MarketSplash found that a significant majority of marketers (85 percent) firmly support short-form, vertical videos as the preferred cont
Amplifying Success: Data-driven Sales Tactics for Marketing Service Resellers
To meet the growing demands of local businesses, marketing service resellers must provide comprehensive solutions that harness the full potential of online advertising. While paid search advertising is widely regarded as a vital driver of website traffic, an exclusive focus on intent-based advertising means your customers are letting a host of prospects slip th
Threads: The Explosive Launch of Meta’s Text-based Conversation Platform
Threads, a new text-based conversation platform developed by Meta, launched this past Wednesday evening and saw an adoption explosion. Within 24 hours, the app attracted more than 50 million users and shows no signs of slowing. Threads is a separate application, yet tightly integrated with Instagram. This integration facilitates adoption by leveraging users’
Tiger Pistol Unleashes the Power of Meta’s Performance 5 Framework at Scale in Its New Action-Packed Playbook
The Ultimate Guide to Maximizing Ad Results Across Meta’s Social Properties for Brands, Resellers, and Agencies Tiger Pistol, the most advanced collaborative advertising platform, recently announced its new playbook, “Meta’s Performance 5 Framework: The Ultimate Guide to High-Performance Local Social Advertising for Brands, Resellers, and Agen