Electrical Supply Company Increases Sales and Drives Foot Traffic
Overview
Driving Revenue for Regional Supply Branches
Every morning, trades professionals head to job sites with tight timelines and little room for error. For any specialized company serving the electrical trade, competing in crowded local markets and winning those professionals’ business means showing up before the first wire is pulled, when product availability, trust, and proximity drive purchasing decisions.
Recently, a large electrical supply company partnered with Simpli.fi to reach its ideal target audience and maximize sales for name brands, such as Generac, with an annual programmatic advertising campaign. As a Simpli.fi partner for over a year, the advertiser confidently leveraged Simpli.fi’s hyperlocal, location- based solutions to precisely target multiple markets across the U.S., increase overall foot traffic to branch stores, and granularly track conversions.
The electrical supply company’s primary audience included licensed electricians and skilled construction contractors who prioritize product availability, quality, reliability, and local relationships. Ultimately, the campaign’s goal was to shift the company’s perception from a transactional vendor to an indispensable business partner for these skilled tradespeople.
Addressable Audiences with Household-Level Precision
First, the advertiser provided a first-party audience list and also leveraged Simpli.fi’s technology to curate a custom Addressable Geo-Fencing audience based on occupational factors, focusing on construction and electrical contractors. This approach allowed them to efficiently expand their reach to individuals most likely to engage and convert at the household-level.
Simpli.fi’s Addressable Geo-Fencing solution identified over 890,000 relevant households across 31 states. The tool then matched each individual address to the exact shape and size of the property using GPS data and parcel boundaries to create custom-shaped target fences around each.
To maximize desired outcomes, the advertiser delivered branch- specific messaging to audiences within a convenient driving distance of the destination, while delivering broader promotions to those farther away.
Reaching Potential Customers Based on Real-World Behavior
The electrical supply company also implemented a Geo-Fencing strategy to engage contractors while they visited other relevant locations. The advertiser targeted over 500 competitor storefronts and office buildings within a 20-30 mile radius of each franchise location.
Simpli.fi drew target fences around these locations to capture visitors and deliver CTV and display ads to them for up to 30 days following their visit. To precisely track in-store visits from users who were delivered an ad, the team built over 640 Conversion Zones across the nation around the electrical supply company’s locations.
Building Brand Awareness with ZTV Targeting
Additionally, the electrical supply company aimed to boost general brand awareness by leveraging Simpli.fi’s ZIP code level CTV targeting. Simpli.fi’s ZTV solution is powered by a proprietary weighted ranking system that identifies the most relevant ZIP codes from 33,000+ ZIPs across the U.S. The system uses both Automatic Content Recognition (ACR) data and U.S. Census data to index ZIP codes based on location, age, gender, household income, and audience viewing habits.
The advertiser identified over 1,600 ZIP codes nationwide and also strategically targeted 70 local Houston ZIP codes for a co-op campaign. Throughout the campaign, the advertiser implemented blocklisted sites to ensure ads ran alongside brand-safe content on the highest-performing placements. The campaign leveraged 30-second promotional CTV creatives to encourage viewers to purchase electrical supplies at their nearest branch.
Simpli.fi Drives Online and Offline Traffic
The nearly 8-month-long campaign drove a total of 49,137 online and offline actions, including form fills, website visits, and in-person visits. The campaign also generated 47,217 clicks and garnered a 98% Video Completion Rate (VCR). Throughout the campaign, the advertiser maintained a steady creative strategy and used co-op dollars to drive customers to their branches. They also worked to drive future contractors from brand awareness to conversion by deploying a strong media mix and making mid-flight optimizations. This strategy ultimately drove a low Cost Per Action (CPA) of $4.10, surpassing the advertiser’s average goal of $25.