3 Tips for Home Service Brands Looking to Reach a Spring-Cleaning Audience
From garden to kitchen, bathroom to bedroom, windows to doors, and everything in-between, how can your home services brand connect to an audience that is spring cleaning? Here are a few ideas to reach audiences looking to spruce up their homes.
As we emerge from another winter, it’s time for millions of Americans to start spring cleaning. After all, we do know that maintaining a healthy and clutter-free living space is critical for good physical and mental health.
From garden to kitchen, bathroom to bedroom, windows to doors, and everything in between, how can your home services brand connect to an audience that is spring cleaning? We’ve come up with three tips to help your brand clean up and help clients do the same.
1. Deploy multi-platform programs to drive brand awareness and increase conversions.
Leveraging a mix of Broadcast, OTT, and Digital tactics will ensure that you reach a wide and ideal audience for your brand. Seasonal and timely messaging featuring special offers and services via these platforms can inspire homeowners to act.
2. Position your brand as the ultimate authority.
TEGNA’s lifestyle shows present unique opportunities for brands to get in front of a wide audience and position themselves as the ultimate expert in the field. For example, a company spokesperson accompanied by a satisfied customer will share home service tips, product demos, and testimonials. Audiences find this information quite useful, and with programming like this, your brand will be top of mind when the audience is in the market for your brand’s products and services.
One home services brand that followed this model is Lascko Services, which aired a segment called Flex Up on WZZM in Grand Rapids, Michigan. In this video above, Brett Lascko appeared on-air to share tips to ensure a safe and comfortable environment and improve air quality inside the home.
3. Measure twice, cut once.
With TEGNA Attribution, you can measure the effectiveness of your campaigns by knowing who viewed your ads, then visited your website or physical location.
For example, let’s say your brand is an HVAC company in Phoenix, Arizona, getting ready for the 100+ degree days coming up and is advertising with 30-second spots on 12News. Over the next few days, the company’s website sees an increase in website traffic with people asking for consultations and/or quotes. Is this jump in traffic directly tied to the ads running on 12News?
Drilling down into the data that TEGNA Attribution offers, the HVAC company can now connect the dots between their campaigns and its results, allowing them to make better decisions on spending their ad dollars in the future, maximizing campaign outcomes.
“TEGNA Attribution provides our customers with measurable results of the impact that their broadcast or OTT campaign has on their business,” says Jay Donovan, Director of Digital Sales & Training at TEGNA. “It will give them meaningful data on the outcomes of their ad spend as well as key information that will allow them to make smart decisions on future ad spend.”