Boosting Omni-Channel Campaign Performance Through Optimizations
About
Flooring Plus is a flooring retailer based in Murrells Inlet, South Carolina. Their showroom holds a variety of flooring options from over 75 suppliers.
Flooring Plus offers comprehensive services such as free in-home measurements, custom area rugs, kitchen and bath remodeling, and professional installations by bonded and insured crews. Delivering quality, honesty, and satisfaction.
Digital Strategies Implemented
Flooring Plus needed to drive online traffic and conversions. This is why we chose an omni-channel funnel approach for their campaign. We chose tactics that covered the three sections of the marketing funnel.
Streaming TV (OTT/CTV) – Using a third-party, Premion, this tactic would help address brand recognition, and complete the awareness section of the Marketing Funnel
Paid Social Media – With Meta Ads, this digital channel was to boost engagement and interest to fulfill the consideration of the target audience who was served the ads.
Targeted Display Ads – This final strategy was to push the audience to fulfill conversions by visiting the Flooring plus website, hopefully see products they likes, and submit a form fill for a quote.
Overview
Flooring Plus, a locally owned flooring retailer in Myrtle Beach, launched a multi-channel digital campaign in hopes to increase online conversions and in-store visits. Facing strong local competition and seasonal fluctuations in consumer interest, the campaign used a mix of programmatic display, paid social, and streaming TV.
By conducting geo-targeting, implementing keyword strategies, and introducing video content on social platforms, the campaign significantly improved performance metrics. The addition of video alone raised the social engagement rate from 0.09% to 8.11%, and conversion rates increased by 15%.
Product Work Process
Conducted audience research and ZIP code performance analysis, for the sales rep. Then I supported technical setup, scheduling, and campaign launch.
Developed a keyword list for contextual targeting, wrote ad copy and coordinated creatives for social and display campaigns that were to guide target customers toward a conversion.
Monitored campaign pacing and performance to create marketing reports that evaluated their effectiveness and further optimizations that could be made to help.
Campaign Challenges
This campaign faced two significant challenges that impacted overall performance and insights. First, tracking issues hindered the effectiveness of the targeted display tactic. For much of the campaign, the client did not have the necessary tracking pixel or conversion and attribution pixels properly implemented. This lack of proper tracking severely limited the ability to measure performance and optimize based on data-driven insights.
Second, a highly competitive local market posed additional obstacles. Flooring Plus operates in a region densely populated with established name-brand retailers, making it difficult to capture attention and differentiate from competitors in the digital space.
Goal Measurements
On-Site Form Fills
This metric represents the lead generation and shows a potential customer expressing interest with each form submission.
Social Engagement
Likes, shares, comments, video views measures how well the content resonated with our audience. Because of that, it was especially useful for the consideration phase since it shows the viewer’s response.
Targeted Display CTR
Display CTR shows how well the ad and targeting strategy resonated with the audience. If the CTR was high, the ads were doing their job of attracting high-intent clicks, supporting conversions, and keeping acquisition costs low; making it fall somewhere on the middle to bottom of the marketing funnel.
53%
Form Fill Rate Increase
86%
Project Success Rate
8,911%
Engagement Rate Increase
33%
Display CTR
Results
Video content and platform-specific targeting drove stronger user engagement and helped Flooring Plus generate meaningful leads at an incredibly competitive cost-per-lead of $20. This was able to help boost their brand recognition in the area and led to a considerable ROI.
Solution
The Solution for Flooring Plus was to implement a geo-targeted, multi-channel strategy. By focusing on local high-performing ZIP codes and using behavioral targeting, contextual targeting, and retargeting, a qualified audience could be reached, to nurture them down the sales funnel, onto their site, and submitting a form.