WEATHER TIGHT

Weather Tight Corporation, a leading home remodeling contractor serving Southeast Wisconsin, was in a rut. Their traditional marketing mix of broadcast and PPC wasn’t generating results in an uncertain economy. They knew they needed to try something different but had cold feet about change. After we audited their prior approach, we discovered the gap was expensive, low conversion from broadcast and their mix wasn’t intercepting the few prospects whose online behavior indicated they were still actively seeking a remodeling contractor.

Traditional marketing on television and radio are essential to build brand awareness over time, but to capture immediate leads, especially in a challenging economy, messages also need to be right in front of those actively seeking contractors online. Shifting ad spend from traditional to more digital marketing efforts helped Weather Tight improve lead flow and boosted ROI.

The original strategy was to target homes of specific ages using a programmatic media buy on Connected TV (CTV), Online Video (OLV) and Display Remarketing to allow for an omni-channel, multi-touch campaign that accomplishes both brand awareness and conversion-based goals. Due to performance and budget constraints, funds were quickly shifted to OLV and Display, the tactics that showed the strongest performance and best supported conversion goals.

To continue driving traffic and leads for Weather Tight, they ran Meta campaigns to drive traffic to the website and get on-site leads. Weather Tight targeting both engaged fan lookalikes and retargeting to generate quality leads for the sales team.

Highly optimized pay-per-click buys on Google and other leading search engines can still be effective to reach in-market customers even in a down economy. Actively managing the Weather Tight PPC spend improved click-thru-rates (CTR) by 98% and reduced cost-per-click (CPC) rates by 73%.

By tightening up the messaging and refocusing the strategy to integrated digital media campaigns Weather Tight achieved much better results. Their website saw a 27% increase in engaged website sessions, a 20% increase in new users and a 10% increase in engagement rates, and Google Search clicks increased 496% after the first month of the campaign.