Anne Dorsey, Director Of Advertising for Petitti Garden Centers, has been instrumental in helping the Petitti family build a strong and well-respected brand for many years now in the Cleveland market. However, their marketing efforts, although very well done, did not take full advantage of the digital ad opportunities that are now available. She asked us for help.
Our task was to migrate our client’s ad budget to include several forms of digital advertising without increasing their overall ad spend, and without losing their market share.
We were tasked with developing a newer, younger-skewing marketing plan that would reach younger gardeners while not ignoring their traditional older-skewing customer base.
Utilizing the company’s first-party data, we produced a Petitti Garden Centers’ current customer persona. This exercise confirmed their current customer base heavily skewed older. When we reviewed their current marketing plan, it was evident they were not getting their message out to a new generation of gardeners. The following is what we implemented for them:
* Created audience model of current customers to understand primary older-skewing customer
* Created a second audience model based on secondary, younger-skewing customer base.
* Implemented digital ad strategies to target and grow secondary, younger customer base.
* Introduced display behavioral banner ad targeting, online video, contextual targeting, website retargeting, connected tv, online video (pre/mid/post roll), Spotify, Google Ads, YouTube, paid and organic social media, and email newsletter banner targeting.
“We have brought new perspective to the organization and influenced the marketing in a way that is positively impacting the business. They experienced a particularly challenging spring due to exceedingly rainy months in May and June, and still the business rebounded and we’ve enjoyed strong 3 rd and 4 th quarters. Our comprehensive approach which included a focus on existing , older customers as well as new, younger customers has enabled them to maximize their traditional media spend, navigate new digital media, and better leverage their content marketing assets and tactics.”