Meet the Client:
AMS customer list consists of 50% residential accounts with the remaining 50% consisting of Homeowner Associations and commercial accounts. AMS is well versed in the needs of the consumer and can be very flexible when it comes to building an agreement that meets everyone’s needs. The customer service they provide is second to none. AMS is responsive to their clients concerns and deal with them immediately. Communication is one of the most important things in business and they pride themselves in learning more ways to better improve their business of landscaping.
The Problem:
Diversifying channels – When it warms up in Arizona, the weeds come out in full force. Last year AMS stepped up their advertising game by doing more than just Google search. We leaned into YouTube, social, and display banner ads. Business crushed it so this time around, the question came up, “how can we expand our channels?”
By leveraging more channels the previous year, there weren’t as many digital channels to attack and they have never done off line or out of home advertising such as TV and digital billboard advertising. Our client didn’t have the design team in house to produce any of the creative for those channels either
The Solution
We recommended a new form of billboard advertising…..programmatic billboards. With programmatic billboards, we can choose what billboards we want to serve ads on and when. This isn’t like traditional billboards where you get a big banner made and your billboard appears 24/7.
Knowing we wanted to reach home owners, we placed media on digital billboards in their area but only during rush hour times. The thought was, someone is more than likely going to or coming from work during rush hour so we increase our chances of reaching those homeowners.
When it comes to the ad, we knew a few things needed to be included in order to generate the brand awareness and recall. Those things were:
- Face of the owner…..eyes are drawn to people
- The name of the business so that people can search and find it on Google
- Before and after to highlight the work that can be done
By doing this, we build trust, show proof of work, and make it easy for people to find our client’s business.
The Results
With this being a billboard, it’s tough to track direct conversions so we had to flex our attribution muscles to really track results. We know that if someone see’s a digital billboard advertisement, they are going to find the business organically (searching for the brand name) or remember the URL and get to the site directly.
These are the channels we looked at to see what the impact of the ad was. The results we saw were amazing. Below are some of the results:
- Organic traffic
- Conversion rate increased 91%
- Conversion volume increased 78%
- Direct traffic
- Conversion rate increased 137%
- Conversion volume increased 111%
The ads brought so much immediate business that we had to put a campaign together to recruit more workers….what a great problem to have.
When it comes to digital billboard advertising, it takes a bit more creativity and thought in terms of strategy. When done right, the results can be amazing.
