Client Success, Multichannel Advertising, and Retail
Client Success: High Frequency Commercial Schedule Improves Brand Recognition
The Floor Trader’s mission is “To be the store of choice for the best values on flooring.” The name is relatively new, but for more than 20 years as Stone Mountain Flooring Outlet, the company and its nationwide franchisees have been revolutionizing the retail flooring shopping experience.
In 2009, the former Stone Mountain stores underwent a name change and became The Floor Trader. The key marketing challenge was to convince customers that The Floor Trader still carried the same large and quality inventory for which Stone Mountain was known.
The Floor Trader local general manager Ben Reynolds learned from Cox Media research that 92 percent of retail sales come from within five miles of a business. Using this knowledge, the company’s Cox Media key account consultant focused The Floor Trader’s primary on-air cable TV schedules in the Hampton Roads Southside zone where the local store franchise is located. The company addressed the issue of its name change with cable frequency schedules on niche networks designed to speak directly to The Floor Trader’s homeowner target audience.
In order to grow customer awareness, Cox Media proposed a partnership in its category exclusive “Pro2Go” program, which included Cox.com display and video pre-roll ads. This was coupled with videos aired on a dedicated Pro2Go Express Link channel, as well as a promotional cable TV ad schedule that directed viewers to the Express Link and On-Demand content.
The Floor Trader is a national brand and the commercials initially provided for use in its local markets were not specific to a local store. Mr. Reynolds sought a customized video solution for his location and met with Cox Media’s production team to discuss options. The team developed new commercials featuring Mr. Reynolds as the on-camera Floor Trader Hampton Roads spokesperson.
To further connect with potential customers. Cox Media produced flooring tips for do-it-yourself projects, creating engagement between The Floor Trader, its current customers, and potential customers.
The high frequency commercial schedules provided the name recognition The Floor Trader desired. The commercials produced by Cox Media’s production team provided it with an individual voice in the market, uniquely branded and focused as being in Hampton Roads. In addition, the Pro2Go Express Link channel gave The Floor Trader an opportunity to speak directly to potential customers, providing more details about the store and its products.
Impressed with the sales success of the Hampton Roads location, The Floor Trader’s corporate office approached Mr. Reynolds to share some of the factors in that success. He attributed it directly to his television advertising and his on-air messaging. The franchise headquarters has since made great improvements to their nationwide marketing campaign by using some of the same local strategies Mr. Reynolds developed here in Hampton Roads.
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