Case Study: Dallas Carpets
Dallas Carpets launched a new advertising campaign which featured on television and, for the first time in many years, local radio stations. Before committing to an extended campaign they needed to identify which channel was the most effective.
Warwick Equest interviewed over 200 customers across 9 Dallas Superstores to measure the impact of the new campaign in terms of building awareness and driving store traffic.
The research showed that radio advertising had made a significant impact in a very limited time, and by reaching a different audience was more effective at driving new customers to the stores. In contrast the TV ads were more likely to reinforce the buying patterns of existing loyal customers.
The research also challenged many key assumptions about the Dallas customer, their shopping behaviour and response to different promotional messages.
Based on this new understanding of their customers and advertising Dallas were able to develop a media strategy that mirrored their business objectives.
- Methodology: Exit Interviews
- Date: September 2006