About project

Period: March – Dec 2019

Client: Petitti Garden Center

Subject: Digital ad campaign rollout

Our Task Was

Our task was to migrate our clients 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.

Process

Utilizing the company’s CRM data, we produced a Petitti Garden Centers’ current customer persona. This exercise confirmed their current customer base was heavily skewed toward people over 60 years of age and older. When we reviewed their current marketing plan, it was evident they were not getting their message a new generation of gardeners.

  • 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 newletter banner targeting.

Result

The Spring of 2019 has gone down as one of the wettest on record in Northeast Oho. It rained 55 out of the 93 days, only twice since 1900 has it rained more frequently. Petitti Garden Centers knew it would be difficult to recover financially from a wet Spring. However, Petitti’s not only recovered but had some of the highest sales months in their history. Some of this is attributed to the newly integrated onmi channel media plan that we executed.

Conclusion

“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.

“We brought new perspective to the organization and influenced the marketing in a way that is positively impacting the business. Petitti’s experienced a particularly challenging spring due to exceedingly rainy months in May and June of 2019, and still the business rebounded and they enjoyed strong 3 rd and 4 th quarters. Our comprehensive approach which included a focus on both their traditional, older skewing customer base as well as on their newer, younger-skewing customer has enabled them to maximize their traditional media spend, navigate new digital media, and better leverage their content marketing assets and tactics.