A Retailer Measured in Doors, Not Clicks.

The Problem

Aboff’s is the number one Benjamin Moore® retailer on Long Island, family owned, serving the Island since 1929, with 33 stores across Nassau and Suffolk selling to homeowners, painters and contractors.

Its marketing had not aged as well as the business had. Postcard campaigns were carrying the load while postage and printing costs climbed, and the rest of the budget sat in TV and print. The digital presence was a handful of sparse social posts.

What Aboff’s needed was a targeted audience that could be shown a message and then counted walking through a door, rather than an impression number nobody could act on.

What We Changed

1. Put a content calendar behind the social account

   Organic social moved from occasional to scheduled, with unique content built to earn engagement and brand recognition rather than to fill a slot.

2. Built paid social around the actual buyer

   Facebook campaigns targeted the middle-aged homeowner who buys paint, and separately the contractor, because Aboff’s has a substantial trade business and the two do not respond to the same offer.

3. Made the result countable at the register

   The campaigns centered on a 25 percent in-store coupon, which put a number on the in-person visits the work produced. Claiming it required an email address, which grew the list for year-round promotion at the same time.

4. Ran display against active research

   A Google campaign across the Display Network reached customers comparing paint products, carrying the same 25 percent offer so the measurement stayed consistent across channels.

What Else Came Out of It

• Benjamin Moore® doubled its co-op ad spend after the Paint Finder drove sales.
• All 33 locations listed across 60+ sites consumers use when searching for a product nearby.
• The discount campaign out-sold that year’s print and TV campaigns combined.