Shumate Heating and Air

OVERVIEW:

A smart, strategic TV and digital advertising plan can boost the effectiveness of other marketing efforts, and it's a strategy Shumate Heating and Air of Atlanta, GA, used to bring in new customers and keep existing clients coming back. The company's primary target was families with children under age 12, since those customers tend to have larger homes, and potentially more units that could benefit from Shumate's services.

STRATEGY:

Shumate's geographic strategy included focusing heavily on areas with the potential to grow. The idea: a service truck making four appointments in a region is more efficient than a truck making two service calls. The company's TV advertising ran across a wide variety of highly viewed networks, including ESPN, HGTV and E!. Shumate incorporated the same video creative within in-banner video advertising on Xfinity.com. It was all about brand building: when the time came that someone needed service, they saw that familiar message when searching that they had been exposed to through Comcast Spotlight.

SUCCESS:

The strategy of using TV and digital marketing to engage customers paid off, as Shumate saw its call volume and website traffic increase, contributing to the most important result of all: net revenue increased 23%. The company found its awareness efforts also paid off as “moment of need” channels—like search marketing—performed better as a result of a strategic, multi-screen approach.

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