Roy Lomas Carpets and Hardwoods

OVERVIEW:

As new-home construction slowed, Roy Lomas Carpets and Hardwoods of Harleysville, PA, recognized the need to focus their advertising on consumers looking to remodel their current homes and replace their existing flooring. They turned to Comcast Spotlight to help develop a strategy to build their brand in the local market and let a wider audience know about their reputation for quality through a custom, multi-screen advertising campaign.

STRATEGY:

The company's primary audience was women aged 30-65 who owned homes. To reach them, Comcast Spotlight developed a campaign across multiple cable networks from 5 p.m. to midnight, utilizing its I+ platform to reach customers of Comcast's Xfinity and Verizon's FiOS services in the zones near the store location. On Xfinity.com, in-banner video advertising allowed consumers to engage more deeply with the commercials, linking directly to the Roy Lomas website to obtain even more detailed information.

SUCCESS:

  • Remodeling and replacement business has continued to grow even as the new-home market improves.
  • Customer confidence has grown, measured by customers expanding scope of their work and purchasing higher-end merchandise.
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