Janovic Paint & Home Decorating Stores

Objective:

How does a local paint and home decorating store expand its consumer base?

Janovic’s primary marketing efforts were focused on direct mail targeting their B2B clientele, and they had not used OOH as a recent ad medium. To expand the business, they wanted to shift
their focus and marketing strategy to the consumer side and chose OOH as the ad channel.

Budget: $10,000 and over

Target Group:

Strategy and Media Used:

A four-fold strategy was implemented:

1. Audience & Store Proximity Targeting – develop insights on Janovic’s target audience and select the highest indexing assets in the neighborhoods closest to the nine store locations in Manhattan.

2. Creative – use to showcase their partnerships with Benjamin Moore and Hunter Douglas. Janovic also teamed up with a local NYC artist to create ads that were vibrant and engaging.

3. Campaign KPI Measurement – conduct foot traffic research using consumers exposed to the OOH campaign versus consumers not exposed, plus precampaign and in-campaign measurement.

4. Amplification – add geofencing to deliver a synergistic mobile media message to the audience exposed to the OOH ads to further identify campaign exposure and engagement.

Results:

The foot traffic study revealed an overall increase in visitation rate of 35%.
The mobile geofencing produced over 2,000 additional website visitations as a result of the digital engagement the OOH ads helped produce.  A majority of the mobile impressions were served to A25-54 audience and the mobile ads produced the highest CTR among the 55-64 age group.