the making of a flooring giant
Total Brand Awareness
Organic Revenue Growth
Luna was a small Chicago-based shop-at-home flooring company with $6m in annual revenue competing with a $600mm giant. The challenge was to create a powerful regional flooring brand organically.
Recognized that Luna was Sales and Marketing company that just happened to sell flooring. Success was dependent upon efficient marketing expentitures. Buying the gas for the lead generation engine required surgical media buying driven by an understanding of the customer through first party data and research. Messaging had to be crafted as a solution the customers’ pain points with pin point targeting.
Using a strategy of symphonic media planning and targeted media buying across relevant traditional and digital media, we surround the target with solution-based messaging throughout their day. We measured everything and optimized continually using advanced algorithms ensure we were buying more of what works and eliminating less efficient vehicles.
Luna grew organically to five markets and $80mm in revenue. While being outspent by 4 to 1 margin, Luna grew to be 30% larger than the largest competitor in its home market and ultimately eating market share from the leader in all markets. With Total Brand Awareness against target market of 73%, the Luna Jingle became part of societal fabric of Baltimore, Boston, Chicago, Milwaukee and Washington DC. Luna was acquired by its main competitor at an above-market valuation.
President, U.S. Waterproofing