This small tech-support company makes house-calls for small businesses and home computer users. Tech Plumber found itself in a crowded field, so founder Jason tapped Spot Runner to help them take on the competition by targeting a rising niche market: well-to-do soccer moms with a home full of tech gadgets. While the company advertises regularly in the local newspaper and does some grassroots marketing, Jason wanted to try something more targeted, something that would appeal specifically to their target demographic. "Since it was affordable, we wanted to try and see what kind of response we could get."
Spot Runner helped them focus on the customers they wanted, when and where they knew their customers would be watching. "This is the first time we can go after the luxury market specifically. Unlike our newspaper ads, with Spot Runner we are able to advertise specifically on channels our customers watch — namely lifestyle, home and garden, and cooking shows." Jason found the media buying process easy, "very straightforward." Before long, Tech Plumber had a campaign that was knocking on the doors of soccer moms all over the city.
The targeted ad placement may have put the commercials in front of their customers, but it was the quality of the spots that made the real impact. "It was fun to go through and have all the different ads to pick from. [It was] really easy to make a selection."
Tech Plumber's ad ran for four weeks and has been a strong addition to their marketing plan. They know because the phone is ringing. "Every dollar we spent on advertising has been worth it so far."
Tech Plumber
Jason, Founder
Business
A two-year-old tech-support company with three employees.
Campaign Goal
Rise above the competition as the go-to techies.
Advertising Strategy
Target well-to-do niche audience.
Favorite Channels
HGTV.