Nick Krause Marketing Analytics and Search Enginge Management Lead

The Problem

Bora Tool reached out in the 11th hour to ask for our help with in-store sales for their clamp edge tools in a test run of 50 Home Depot stores.

Our agency worked extensively with their parent company Affinity Tool Works in the past.

Bora Tool took on the project in-house initially but did not see significant sales growth.

They came to us with three weeks left in their push and their requirement to secure a bulk buy called for 30 in-store sales a week, a number they weren't poised to hit.

We were not intially involved in this Home Depot push and I was called upon for my ability to quickly envision, deliver, and report on their digital marketing needs.

On three weeks notice, devise a plan to secure a bulk buy with Home Depot utilizing online digital marketing and relying soley on in-store sales. Online sales do not count.

Clamp Edge Tool

Personas and Targeting

Through our earlier work with their parent company, we had a good chunk of well-researched persona marketing to inform us in our planning stage.

We built targeting parameters on both Facebook and Google Ads for our personas.

Contractor Craig

Age and Demographic Targeting

DIY Daniel

Age and Demographic Targeting

Hobbyist Hope

Age and Demographic Targeting

Landing Pages

Visitors of our ads had to be kept away from the normal Bora e-commerce website. Since the goal was for in-store sales only, we had to start from the ground up with a new landing page strategy.

Our landing pages needed to solve a few issues:

Display the closest Home Depot location to the user's location.
Use a tool that allowed for quick page building and that hooks up the parent domain with minimal intrusion.
Be compelling, load quickly, and prompt the user to purchase the product in-store.

I settled on using the Unbounce landing page builder for this task.

I built one page that solved the above issues.

For each of the Home Depot stores in this campaign, I wrote custom code that dynamically displayed the nearest Home Depot store using unique UTM parameters that fired from our digital ads.

For instance, for all ad campaigns in the Chicago area, the link the the landing page containted a ?60659 UTM in the URL. This told the page that the user clicked from an ad in the Chicago market and to display the nearest store as being the #60659 (Chicago) Store.

Digital Advertising

Google Ads:

Search Ads using clamp tool related keywords decided on from a round of keyword research (studying search volumes and click-through-rates).
A dedicated search, video (YouTube pre-roll ads), and remarketing campaign for each store location.

AdRoll:

Programmatic display ads using a lookalike audience and remarketing audience.

Facebook Ads:

In-depth audience building using Facebook's robust audience creation tools.

Discoveries, Reporting, and Adjustments

Met with the client, studied daily sales and inventory reports and made bid adjustments per market accordingly to best utilize budget.
Automated bid adjustments based on real-time weather forecasts around the target stores.
Studied specific time frames in the day in which people clicked through our ads and set ad schedules around those hours specifically.
Closely analyzed metrics like click-through-rate, impression share, and ad frequency rate.

Results

Through our agile movements and thoughtful digital marketing initiative, our program was successful in getting Bora Tool a bulk buy of their clamp edge product nation-wide in Home Depot stores. Bora Tool went on to include the agency in numerous other digital marketing programs.