Case Study

Aboff’s

OVERVIEW — A long-time brick-and-mortar retailer on Long Island had increasing marketing costs and decreased sales. As a result, Aboff’s sought out a new approach, which included finally being willing to test digital marketing. Efferent Media created a comprehensive strategy that lowered Aboff’s cost of customer acquisition while greatly boosting sales and social engagement.

BACKGROUND — Ranked as Long Island’s number one retailer of Benjamin Moore® paints, Aboff’s was founded in 1929 and has expanded from selling paint to homeowners and contractors to also provide Hunter-Douglas® window treatments. The family-owned business has 33 locations across Nassau and Suffolk Counties.

Goals

  • Create a digital framework for verifiable, revenue-generating conversions

  • Increase store traffic and sales

  • Grow mailing list memberships

  • Lower the cost per acquisition of customers

  • Establish a consistent social media presence that increases store visits and drives engagement

Aboff’s

Despite the company’s longevity, its marketing tactics were not aging well or producing the same results. The rising postage and printing costs of its postcard campaigns, along with lifestyle changes, meant that Aboff’s needed new ways to increase their reach while cutting costs.

At the time, Aboff’s digital strategy was comprised mostly of sparse social media posts. The majority of their
efforts were focused on TV and print.

Aboff’s needed a laser-focused, targeted audience to see their messaging and directly convert into customers.
That’s when Aboff’s turned to Efferent Media for a solution.

WHAT WE DID

Efferent Media’s experts created a three-point plan to achieve tangible sales, cost efficiency, and quick results.

Efferent Media’s social media marketing team instituted a content calendar; scheduling and crafting unique organic content on a regular basis. The social media campaign’s goal was to use content to boost engagement and brand recognition.

Efferent Media’s paid social experts created Facebook ad campaigns based around Aboff’s “bread and butter” audience persona. In this case, that refers to middle-aged homeowners who are most likely to click on their ads. We also targeted contractors because Aboff’s has a substantial B2B business segment that caters to contractors.To improve Aboff’s comfort level with the marketing changes, Efferent Media’s campaigns centered around a 25%-off in-store coupon to drive in-personvisits and show tangible results tied to Efferent’s initiatives. This campaign required an e-mail submission to also grow Aboff’s list for year-round promotions.

In conjunction with those actions, we ran a Google AdWords campaign targeting customers actively researching for and comparing paint products across the Google Display Network. This campaign also leveraged the 25% off promotion campaign.

  • Top-selling paint manufacturer Benjamin Moore® doubled its co-op ads after the “Paint Finder” drastically increased sales
  • 700% growth in social engagement, with subsequent follower growth
  • Drove more than 1,709 phone calls, 712 website visits, and 2,268 “driving direction” clicks
  • The 25%-off discount campaign eclipsed Aboff’s 2017 print and TV campaign sales
  • Secured the interest of more than 13,163 homeowners, with a cost of only $0.28 per website visit
  • All 33 of Aboff’s locations listed on 60+ websites, commonly used by consumers when actively searching for products or services

Digital Marketing

Delivered and Outperformed

both TV and print placements

Social Media

700% Increase

A focused, highly targeted social media strategy yield

Narrowing Attention

Increased Conversion Volume, Intent, and Speed of Results

Narrowing attention to the most profitable audience personas

This is the start of
something great

efferentmedia

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