Smashing Through the Target Turnover via an Integrated Media Mix

We began by understanding as much as possible about the profile of those customers CI had already successfully converted using geo-demographic segmentation of the existing database to establish which type of households were most likely to need insulation, the regional distribution and demographics of the homeowners. This layered core audience cluster represented a robust population once extrapolated out to a national target group. We then fused this group with TGI data to add a filter for garden size (i.e. scope for adding a conservatory) and this then formed our growth audience.

The output was a clearly mid-upscale grey market audience who have the disposable income to invest in upgrading their property. It also helped indicate which media channels we should be prioritising in order to drive the desired growth.

DRTV: The core CI product is a relatively simple proposition to communicate and conveying the main benefits could be relatively easily incorporated into a 30 second TV commercial. A credible celebrity with home improvement credentials was employed to act as the brand spokesperson adding an element of trust to the message and call to action.

Print: As newspaper circulations continue to fall, the list of effective response driving titles has diminished, but The Mail remains a viable vehicle as well as selected magazine titles where there is a strong older subscriber-base.

Paid Search: Whilst CI had used PPC as a channel in the past, they had not fully developed a robust Adgroup or keyword strategy or employed any real optimisation of their Adwords account. We immediately introduced a structure to ensure we harnessed the power of their brand name (i.e. the generic name for the product category) and developed a risk-minimising test approach for the more tangential search terms.

Paid Social: There was a clear opportunity for growth using (primarily) Meta platforms to create relevant (home improver) audiences to target with a range of video, carousel and link posts. Click-throughs to the relevant website pages and/or social response forms were used to drive extremely cost-efficient enquiries which helped deliver a profitable blend across all channels.                    

Programmatic Display: An array of display tactics have been employed to help ensure we sweep up those prospects who have engaged with CI or any of our digital marketing assets. Retargeting forms the core of this element and generates very high CTR’s to renew the customer journey for those in-market.

On-Site Conversion Optimisation: Introduction of on-site technology to assist in maximising lead generation from the traffic we drive. This ad-tech spots behaviours of those visitors  seeking to leave the site prior to responding and encourages them to think twice by virtue of auto-pop ups offering “sticky” incentives.