Sometimes getting the most out of a creative advertising plan involves the simplest of methods: organization.
For most of us, getting organized isn’t the most exciting prospect in the world. But when you need your campaign to make the most of the dollars available, organization is absolutely essential.
Outdoor Power Source is a one-rooftop agricultural equipment dealership in Elizabethtown, Kentucky. The family-run business has been providing the area with small tractors, landscaping equipment, and more for over 40 years.
They began noticing a decrease in market share, and they were uncertain about how their Kubota co-op dollars were being used. Plus—as is consistent with a family-owned business—it’s tough to make a decision or major changes without lots (and LOTS) of back-and-forth between stakeholders.
Fortunately, Kirkpatrick Creative was there to help.
From the beginning, we wanted to get back to the basics of advertising:
- Pull the dollars back into the high-target areas
- Unify the look and sound of all the messaging
Step 1: Eliminate Bloat
Outdoor Power Source isn’t a large store, and their co-op allowance isn’t huge. We needed to maximize the budget.
Our first step was to eliminate outlier spending: small magazines, newspapers, and other promotional buys were eating into their limited budget without much payoff to speak of. Next, we refocused those dollars on a consistent radio and TV schedule.
Consistency is key to ensuring you’re top-of-mind when the customer wants to buy. Local radio on morning commutes and prime-time cable TV doesn’t work for everyone, but in the Elizabethtown market, it’s just right.
Step 2: Test Digital
After a few months, we increased sales for the store and regained the slipping market share. As a result, Outdoor Power Source management allocated more dollars to be spent on advertising.
Our next investment: digital advertising. Kubota doesn’t currently provide co-op for digital advertising, but our clients felt that we could spend the dollars effectively and efficiently.
Through Google and social media advertising, we increased phone calls, form fill-outs, and—above all—sales.
After a year of successful advertising, Outdoor Power Source granted us management of their social media accounts. In just a few short months, we’ve seen sharp increases in followers and, more importantly, engagement. Current and potential customers alike are having conversations on social media that continue into the store.
Advertising Engineered to Work
Want results like these? Contact Kirkpatrick Creative today. We’ll put our proven formulas to work for you with customized campaigns, advanced analytics, and good old-fashioned advertising know-how.