advertising case study
The Strait & Lamp Group Penetrates Markets with Strategic Advertising
The Strait & Lamp Group, a leading lumber and building materials supplier to the central Ohio building industry, wanted to increase sales and brand name recognition in the region while promoting and supporting specific product lines.
To access central Ohio’s homeowner audience, GREENCREST created advertisements that promoted sales events and showcased specific product lines, and placed those ads in community newspapers. To increase brand awareness among professional homebuilders and remodelers, GREENCREST developed a series of ads to be placed in trade publications that communicated the company’s unique competitive advantages and brand distinction. Online search advertising was used to reach a targeted online audience that used relevant product search terms and drive them to The Strait & Lamp Group website. The Strait & Lamp Group also ran television ads to reach a broader central Ohio audience. The ads starred hometown football legend Craig Krenzel, a real-life Strait & Lamp customer.
In one year, the advertising campaign helped increase brand awareness and sales for The Strait & Lamp Group. The campaign received more than 2 million print, digital and television impressions. Online search advertising alone drove more than 8,200 people to the company website. Advertising complemented other sales, marketing and branding efforts—all which resulted in a 50% increase in sales.