Best Home Building Integrated Ad Campaign, Best Manufacturing Integrated Ad Campaign

The Armstrong team developed an integrated ad campaign targeted to floor shopping consumers with the objective of driving sales leads to our retailers. The campaign involves paid search ads which are customized for each retailer, Armstrong/retailer co-branded landing pages, and emails to consumers.
The customized paid search ads are focused on driving floor shopping consumers to their local flooring store to save up to $500 on a new flooring purchase. Once the consumer interacts with the ad she is taken to a landing page co-branded Armstrong and her local retailer and prompted to provide her email address in order to receive the coupon.
The coupon is immediately emailed to the consumer and the consumer’s information is sent to the retailer. Armstrong follows up with reminder emails to the consumer if she has not yet made a purchase or with a thank you email and satisfaction survey after she has made a purchase.
The retailer reports back to Armstrong the sales generated by the redeemed coupon. Reporting of sales back to Armstrong is required to continue participation in the program.
This successful integrated paid campaign has been in place since July 2011. The paid search ads have driven 1,400 coupon requests and the email component has resulted in a 30.81% unique open rate and 6.25% click through rate. The entire program is responsible for driving $1.3M in closed sales with an ROI of 157%.

Contributors:

ARMSTRONG WORLD INDUSTRIES

Location: USA