Scotts Hill Hardware Boosts Visibility and Sales with Targeted Digital Campaign
Client Overview
Client Name: Scott's Hill Hardware
Industry: Construction Supplier
Locations: 3 locations, focused on Raleigh for this campaign
Scotts Hill Hardware has been in business for many years, offering
construction supplies to contractors. Their Raleigh location, tucked away in an industrial park, struggled with low visibility and foot traffic despite their strong reputation.
Key Goal:
- Increase visibility and drive more contractors into their Raleigh storefront to boost sales.
The Challenge:
With only 1-2 outside sales reps to spread the word, the location’s lack of exposure affected sales volume and overall growth.
Biggest Pain Points: Scotts Hill Hardware’s Raleigh location was hard to find, and word-of-mouth efforts weren’t enough to drive traffic quickly. This had a direct impact on revenue and the ability to reach new customers.
Business Impact: The limited visibility hindered their ability to compete effectively and attract new contractor clients to the store.
Our Approach
Solution: We implemented a multi-tiered digital marketing campaign similar to our
approach for Hahn Systems, focusing specifically on the Raleigh location.
- Launched an Engagement Campaign to raise awareness about the Raleigh location
- Followed by a Consideration Campaign to keep their services top of mind,
- Closed with a Conversion Campaign aimed at driving foot traffic and sales
- Integrated an organic content strategy on Instagram, Facebook, and TikTok to increase visibility and engagement.
- Employed call tracking and in-depth performance metrics to monitor campaign success.
- Built a new, fully responsive WordPress website to support the campaign
- Collaborated closely with Scotts Hill Hardware to adjust the campaign as needed, ensuring their goals were met and their location was highlighted effectively.
Implementation
The campaign focused on getting the word out about the Raleigh location through digital platforms. Organic content was a key piece of the strategy, helping to build an online presence alongside the paid video ads.
Challenges: The challenge of boosting visibility for a tucked-away location was overcome by targeting contractors specifically in Raleigh and surrounding areas like Wilmington through precise digital advertising.
The Results
- 172 total calls through the website.
- Over 999,070 impressions in Raleigh and Wilmington.
- 5,780 website visitors.
- Reached 189,393 contractors and construction-related audiences.
- Grew their Facebook page by 751 new followers.
- Multiple contractors mentioned seeing the ads and came into the shop to explore Scotts Hill Hardware’s offerings.
Website Overhaul
Conclusion
The digital campaign helped Scotts Hill Hardware dramatically improve visibility and increase foot traffic to their Raleigh location. By implementing both paid and organic digital strategies, the campaign was able to rapidly reach the right audience and boost sales volume.
Key Takeaway: A targeted, multi-tiered digital approach can effectively reach a specific audience even when the location is not easily visible, creating measurable results in a short period.
