Aluminum Specialties Wholesale

OVERVIEW:

When you’re a wholesaler looking to boost your business with distributors, talking directly to consumers can give your business a boost. That’s the strategy Aluminum Specialties Wholesale of Sarasota, FL, used to increase demand for its products, with multi-screen advertising via Comcast Spotlight delivering big results for the family-owned business.

STRATEGY:

With the goal of reaching homeowners to motivate them to ask their contractors to use Aluminum Specialties’ premium products. The company used Comcast Spotlight’s geographic targeting capabilities to focus its marketing efforts on areas where its key business partners operated, helping those partners grow their own businesses. Television advertising encompassed a cross-section of general-interest and specialty cable networks, including Bravo, HGTV, DIY, FX and TNT. Adding reach and frequency, the wholesaler also used banner advertising on Xfinity.com, reinforcing its consistent message across screens. As part of its strategy, Aluminum Specialties Wholesale also established a dedicated phone line for consumers, and directed callers to one of the company’s business partners.

SUCCESS:

Aluminum Specialties Wholesale’s multi-screen advertising campaign grew business in its targeted category by approximately 40%. The effort was so successful that additional distributors in more geographic areas chose to partner with the company to sell its product thanks to the strength of the marketing effort.

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