At Shelton Group, we work with brands at the forefront of energy efficiency and environmental sustainability – which means we primarily work with brands in low-interest product categories, presenting a unique marketing challenge. After all, if consumers aren’t inherently interested in or searching for a particular type of product (because they don’t realize they have an efficiency or environmental problem to solve), how are you supposed to market to them?
We recently wrapped up a campaign for a building materials brand in this situation. The brand, a manufacturer of home insulation products, held sparse awareness within the consumer market, and was also faced with the fact that home insulation is not a top-of-mind category for most consumers. (According to our most recent Energy Pulse study, only 8% of the population would prioritize adding insulation if they were given $10,000 for home improvements.)
To put the category in additional perspective, the keyword “home insulation” averages around 5,000 Google searches per month within the U.S., whereas keywords such as “kitchen countertops” and “carpet” average between 40,000 and 70,000 Google searches per month. The data makes sense: when homeowners dream about remodeling or building a home, they’re absorbed in details like granite countertops and hardwood floors, not the inner workings like plumbing and insulation.
Digital Advertising to the Rescue
To effectively engage the insulation brand’s target market, we designed a digital advertising campaign to reach consumers who expressed propensity for remodeling or building a home. Our campaign strategy incorporated a combination of contextual and behavioral targeting mechanisms, as well as retargeting, outlined below:
- Contextual targeting allowed us to place ads in front of people who were researching home and renovation content (HGTV, This Old House, and other home-related websites).
- Behavioral targeting allowed us to place ads in front of people who were actively searching for products and services related to home renovation, including stainless steel appliances, light fixtures, paint colors, and countertops.
- Retargeting allowed us to place ads in front of people who had previously visited the brand’s website, reinforcing top-of-mind awareness within the buying cycle.
In crafting the messaging for this campaign, we turned to our most recent consumer polling data, which revealed that almost half of Americans (46%) are concerned about the indoor air quality of their home, and 65% of consumers think energy-efficient homes are healthier homes. Additionally, the data showed that “comfort” is the highest driver for insulation and HVAC purchases. From these insights, we created ads that spoke to increasing the comfort of a home by addressing concerns for health – describing how the insulation product could improve indoor air quality and eliminate mold and mildew.
Through this messaging and strategy, we have been able to generate over 6,000,000 impressions and 38,000 clicks to the brand’s website, all for less than half of the cost of one small advertisement in HGTV magazine (a savings of almost 800% in terms of CPM – cost per thousand impressions). Additionally, the campaign’s click-through rate has exceeded Google industry benchmarks for display advertising by almost 600%.
If you think your product or service might fall into a “low-interest” category, digital advertising can be your best friend – if you know how to properly harness its targeting capabilities. Especially important for success is thinking through your target consumers’ buying journey. A few questions to ask:
- Where do they “live” online? What types of websites and blogs do they visit?
- When they’re in the market for your product, what kinds of things are they researching?
- What products or services are complementary to yours? Which are substitutes?
- What do they care about – what are their concerns and drivers/hopes?
Answers to all of the above, in tandem with demographic and geographic variables, will help you find and appeal to your online target audience and develop a digital advertising campaign that produces results.
Image by William Iven via Unsplash