|William Shaw & Associates|
Guerilla Marketing for a Small Company
As WSA closed more high-end deals, the next phase was to target homeowners near their new job sites. Luxury hotel style door hangers introduced WSA as jobs were started and before-and-after postcards followed upon completion. On-Target! also rebuilt the WSA website to assist in lead capturing.WSA capitalized on the healthy market in 2007 as the above strategies paid big dividends. By 2008, WSA was ready to get aggressive and add $38,000 to their annual budget. On-Target! weighed the market and identified an effective channel, Playbill Magazine. Patrons of the arts were ideal targets for inner-loop, high-end remodeling projects. Season ticket holders boasted annual incomes in excess of $358k. The challenge was getting results quickly through a magazine where the readers are unlikely to be in a “buying” state of mind. Our creative strategy? We themed the ads to the performances to engage the audience, then highlighted key benefits of choosing WSA to remodel their home.
Primary channels: Direct marketing, Sales Materials, Signage, Email Marketing, Community newsletters and sponsorships, Playbill Magazine.
HOUSTON’S BEST/PRISM AWARDS