Flooring Retailer Brings It Home
Bob’s Carpet & Flooring has been a Tampa Bay staple for three generations. However, big box brands with big-time budgets eroded the retailer’s once dominant market share. It was time Bob’s called on Pyper Young to help their retail advertising stand out—even while being outspent.
We piloted consumer perceptual research. Results indicated that, while people knew the Bob’s name, the chain had no point of differentiation in the flooring category. Pyper Young identified Bob’s ownable offering—the widest selection of fashionable flooring in the marketplace—and developed an engaging broadcast campaign to exploit this competitive advantage.
The creative executions pushed out by a high-frequency media program paired Bob’s with an iconic Tampa Bay TV and radio personality. This relatable, quirky and well intentioned spokesperson connects with busy moms, driving raucous online buzz, a renewed spot in the customer’s consideration set and a dramatic ramp-up of visits to the chain’s 15 stores.
Retail Advertising Elements
Television | Radio | Consumer Research | Media | Print | Point of Purchase | Digital