Arizona Painting Company

Challenge

Arizona Painting Company is well-established in the home services industry with a deep understanding of the local market. Despite high lead flow, there were certain affluent neighborhoods where existing marketing channels weren’t as effective. They came to Big Marlin Group for a strategy to grow their presence in these key areas.

Solution

We developed a layered, multi-channel marketing campaign with hyperlocal targeting to maximize the number of touchpoints in the desired neighborhoods. Personalized creative featured not only the name of the neighborhood, but also a photograph of a past job from the same neighborhood. The final return on ad spend (ROAS) from the campaign was 1,202%.

Here’s how each component contributed to the omni-channel campaign:

• Geo-targeted postcard mailers: Beyond just targeting our mailing to specific neighborhoods, we used variable printing to include the homeowner’s name on each printed piece. This highly personalized approach maximized the impact on each recipient.
• Google Display marketing: Casting a slightly wider net, these ads supplement the print marketing. They are timed to coincide with when homeowners will receive their mailers. If someone visited the website, our standard retargeting campaign would also provide additional exposure.
• Geofencing display ads: We targeted the postal addresses from the mailing, allowing for a more targeted digital component outside of Google platforms. We leveraged animated gifs to grab the audience’s attention.
• Paid social advertising: As a visual platform, this channel gave us eye-catching branding opportunities. While we couldn’t capture the entire audience, this layer added additional frequency for around 1/3 of homeowners.