Our client, G. A. Larson, hoped to reach commuters and residents in several different regions and DMAs throughout the United States. Concept Marketing researched the appropriate DMA and individual cities. Next, we analyzed various environmental, traditional, and digital advertising opportunities before making purchasing recommendations.
Once the plan was approved, our media buyers negotiated rates for environmental advertising and radio that allowed for a greater number of impressions for less. Through our negotiations, we were able to secure a greater number of billboards for less, all within our clients budget.
In one region — Salt Lake City — our team selected a thoughtfully designed and well-placed billboard on the busiest highway, leading straight into downtown.
To support the traditional, nation-wide advertising efforts, we implemented a strategic, online advertising campaign, utilizing both Social Media and AdWords Display. The messaging was cohesive with messaging consumers would see on billboards and hear on the radio, and it featured a more direct call-to-action.
Our digital team designed, optimized, and developed campaigns for AdWords and Facebook. The two-part approach combined the high number of impressions delivered through Google and a large number of clicks gained through social media.
Users nationwide visited the Trane and American Standard websites in droves to find their respective dealer. From there, prospective customers could purchase new equipment or call their new, local HVAC provider.