CASE STUDY:
DAYTONA HOMES

ABSTRACT:

Daytona Homes constructed a brand-new development in Stony Plain called Sovanna which produces duplex bungalows, and was in need of a marketing strategy to sell off these sites. Daytona Homes utilized Car¬to Media, exclusively, for this development and saw an influx of holds on lots. The goal of the strategy was to increase traction to their website and presentation centre, and in turn create leads and sales of the properties. The campaign took place in the spring and summer of 2016, and utilized Carto’s unique Hyper-Targeted advertisements and retargeting, as well as Facebook promotion and Google AdWords as a comprehensive strategy. With this approach, an overall 0.72% CTR was achieved.

BACKGROUND:

Carto is a digital marketing strategy company focused on their Hyper-Tar¬geting capabilities, ensuring clients the most cost effective and efficient way to connect with their consumers. Carto developed a comprehensive campaign for Daytona Homes surrounding their Sovanna Bungalows for sale in Stony Plain, Alberta. The goal for this campaign was to gain general awareness for the development and increase interaction through Hyper- Targeted digital advertising, paid Facebook promotion and Google Ad¬Words.

CLIENT:

Daytona Homes has served Alberta, Saskatchewan and Manitoba for over 20 years, specializing in superior single and multi-family homes. Specifi¬cally, for their Sovanna community, in Stony Plain, Daytona homes has cre¬ated duplex bungalows with easy living features. Their target owner is an older demographic, aged 55+, who are looking for convenience. The target market for the advertising is both the potential home-owners, as well as young adults, aged 18-35, who would be the children of potential residents.

OBJECTIVE:

Daytona Homes’ chose Carto as a new type of marketing tactic for the sales of the newly built Sovanna community as they wanted to increase traffic both to their website and to their presentation centre. Additionally, they wanted to increase the general awareness of the new homes to residents of the surrounding communities of Stony Plain, over a timeline of 60 days.

METHODOLOGY:

Hyper-Targeted Programmatic Ads
Hyper-Targeted advertisements using demographic and geographic filters to only show advertisements on sites that pertain to the target audience based on the client’s description of the target consumer.

Retargeting

Retargeting is done by collecting an individual’s unique device ID from a Hyper-Targeted advertisement, by having them click or simply have the ad load onto their screen. Then, by choice of time or geographical narrowing, that individuals can be given additional advertising. Retargeting is a strong way to storyboard a campaign, using multiple different advertisements to create a story for the individual. An example of this could be to have adver¬tisements which show brand awareness, product offering, a call to action, and a discount or promotion, in that order respectively.

Google AdWords

Strategic choosing of words that align with the company’s offerings to en¬gage with customers who are already searching out products similar to their own. When these words are searched in Google, a Daytona Homes ad was shown to them above the organic search results.

Facebook

Carto ran a paid social media campaign to gain website traffic to the Day¬tona Homes site. This campaign was targeted towards individuals who fit the target market profiles based on demographics and other interests on Facebook that they have had previously liked.

RESULTS:

Considering the Sovanna development, due to being the only marketing strategy taken by this new development, Carto was able to see the extreme effectiveness of their digital marketing strategy. The targeting was suc¬cessful in bringing in the correct demographic, with multiple holds placed were all attributed to the key demographic group. Unfortunately, due to this demographic being unable to secure financing, Daytona Home’s had to pivot their target market towards a young demographic. Carto assisted in adjusting the campaign, adding a social media component. Daytona Homes’ quickly then saw the interest switch to this new demographic, with 2 holds within the one weekend of the switch.

Carto was able to adjust and enhance the campaign twice throughout its duration. Carto was able to further identify the Daytona Homes’ target market by noting the highest CTR in the Greater Edmonton Area in Spruce Grove and Stony Plain (exhibit 1). Due to this ability, Carto was able to fur¬ther optimize the campaign by strategically adjusting the Google AdWords and Facebook advertisements towards these geographic zones. This allow¬ing the correct demographic to be further narrowed, strengthening the campaign. As well, it was noticed that when looking at the breakdown of a week, time-parsed, that the time of day with the highest click (exhibit 2) and CTR rate did not align with the times the show home was open to public. Under the recommendation of Carto, Daytona Homes’ adjusted the opening hours of the show home and saw an increase in attendance.

When managing future campaigns for this client, we can utilize the strong differences between the data discovered when targeting the two demo¬graphic groups. Specifically, the time of day with the highest click and CTR rate changed dramatically, as well as the operating system CTR, see¬ing iPad decrease significantly when targeting the younger demographic. Overall, the campaign was extremely cost effective as it was very efficient in targeting the ideal Daytona Homes clientele, averaging a $8.96 eCPM1 in September.

CONCLUSION:

The key takeaways of this campaign are that by using a funnel approach where social media is used to build awareness, Hyper-Targeting advertis¬ing reminds consumers, Google ads leads them when they search, and finally retargeting converts the clients (exhibit 3). Hyper-Targeting was an asset in the campaign as it derived massive amount of data, which, in turn, led to multiple conversions. By narrowing the focus, Carto was able to identify and isolate target clients through key demographic and geo-graphical analysis. These insights allowed for both Facebook and Google AdWords targeting to increase in efficiency by adapting from data gained from Hyper-Targeting. Further, the data in regards to time of day of clicks registered gave evidence to change the time of sales office, seeing higher performance. Hyper-Targeting was able to amplify the other digital adver¬tising methods and increase the overall customer conversion rate.