o'Toole's
Challenge
Full service approach to the O’Toole’s account helped spark an evolution of their business.
Solution
Full Service When Medina is engaged in a full-service capacity, we coordinate all marketing tactics and the retail shopping experience. This page features comprehensive TV, radio, outdoor, PPC, and event marketing campaigns we developed for O’Toole’s. We also put together promotional calendars, in store POS displays, retail planograms, and even got our hands dirty spring cleaning alongside clients. Media Buying When offering strategy recommendations on large budgets, trust is an important dynamic to say the least. Transparency is key, and we take time to educate clients in the intricacies of media buying. We collaborated with O’Toole’s to align media flights with key buying periods, identified primary and opportunity demographics, and negotiated hard to maximize media value. Creative While deals and sales are always important, Medina creatives dig deeper to understand customer motivations and develop messaging that speaks to them on an emotional level in addition to a practical level. We updated the O’Toole’s logo and wrote the slogan/jingle for “Let’s Grow Together!” to capture the universal appeal of gardening which brings together families, neighbors, and communities. Video Several challenges (like filming real flowers in bloom in winter) presented Medina with the opportunity to get extra creative when working on this TV campaign. We embraced the kitsch by animating garden decor to highlight the miracles that happen everyday across Colorado backyards. A stop motion effect gave the spot more style points while amplifying the time lapse flower growing sequence. Digital Medina Comm’s full service philosophy applies to how we handle digital services like PPC, SEO and Reputation Management. SEO efforts doubled search visibility in the first year. Targeted PPC and web coupon efforts were designed to capitalize on engaged website visitors. We monitor the O’Toole’s brand online to cultivate customer relationships. We make the best of occasional negative reviews by trying to win back customers and implement real operational changes based on their feedback. Experiential Our comprehensive event marketing strategy for O’Toole’s 40th Anniversary Extravaganza increased weekly foot traffic by 41% and weekly sales by 55% year over year. We helped to create a fun, engaging, and dynamic shopping environment. All weekend long O’Toole’s customers enjoyed live music, family activities, kids games, food trucks, and local microbrewery samples. Retail Utilizing our 20+ years of CPG retail work experience, Medina helped O’Toole’s Garden Centers develop dynamic retail merchandising and sales strategies. Providing shoppers with a streamlined, immersive shopping experience increases customer traffic and total purchase averages. The client has internalized their new slogan “Let’s Grow Together!” and is using it for staff development in addition to being their customer-facing message. We’re streamlining retail by focusing on best sellers and cross promotion along with repurposing materials to build new POS displays that will proudly showcase the recently updated O’Toole’s Garden Centers logo.
Results
MEDIA BUYING AND SEM RESULTS 2019 branded search impressions are 236% of 2018 totals, showing that our traditional media buying translated into digital buzz and Google searches for “O’Tooles”. Medina’s on-page SEO efforts increased organic traffic to OToolesGardenCenters.com by 31% year over year. EVENT MARKETING RESULTS Year over year the 40th Anniversary Extravaganza event increased weekly sales at retail by 55%. Weekly foot traffic was up 41% during the 2019 event, a key metric of success for event marketing.
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