Von Tobel
How Von Tobel’s 0% Financing Campaign
Drove Sales Growth
overview
Von Tobel is a trusted supplier of high-quality building materials, serving professional contractors and homeowners across four Indiana locations. Their marketing primarily focuses on kitchen and bath cabinets, countertops, flooring, fireplaces, windows, and doors.
Our partnership with Von Tobel began in 2018 when we were tasked with updating their website and managing social media ads. By 2019, we expanded their advertising to include pay-per-click ads, display ads, and email marketing. Due to our impressive results, Von Tobel appointed us as their full-service marketing agency in 2020.
This case study highlights the outstanding success of their 0% financing for 48 months campaign, which ran from February 3, 2020, to March 15, 2020.
objectives
Von Tobel sought to promote its financing special and attract a younger demographic of homeowners while increasing kitchen cabinet sales.
Key Performance Indicators:
- Targeted traffic to the campaign landing page
- Kitchen cabinet sales
- Overall storewide salesmprehensive digital str
services provided
challenges:
- Shifting from Traditional Marketing: Before 2018, Von Tobel allocated 90% of its budget to newspaper inserts, primarily targeting an older demographic (55+ years old).
- Lack of Brand Awareness: A large influx of homeowners relocating from Illinois to Indiana had no prior knowledge of Von Tobel.
- No E-commerce Presence: Unlike its competitors, Von Tobel did not have an online sales platform, making it more challenging to convert online visitors into customers.
Competitive Landscape:
Von Tobel competes with both regional cabinet and bath showrooms (e.g., Schillings) and big-box retailers, such as Home Depot, Lowe’s, and Menards.
Strategy & Execution
To reach a younger, high-income homeowner audience, we executed a multi-channel marketing strategy, optimizing both digital and traditional advertising.
Target Audience:
Target Audience:
Married women, 35-65 years old
Single-family homeowners
(3,000+ sq. ft.), home value of $375K+
College graduates
with a household income of $80K+
Living within a 15-20 mile radius
of Von Tobel locations
Multi-Channel Campaign Elements:
TV Advertising
– Video On Demand, OTT, and In-Stream video ads targeting the desired audience
RADIO Advertising
– Local stations with a primarily female listener base
billboards
– Placed in high-traffic areas targeting commuters between Indiana and Chicago
display ads
– Awareness and retargeting campaigns
Pay-Per-Click (PPC) Ads
– Capturing search intent for kitchen and bath cabinets
Social Media Ads
– Facebook & Instagram targeting the desired audience
Email Marketing
– Strategic email blasts to Von Tobel’s customer list
Landing Page Optimization
– Dedicated design consultation request page to capture leads
Von Tobel RADIO Advertising
results
Traffic to the kitchen landing page
increased by 114%
compared to the previous year’s campaign
- Website traffic surged by69%
- Kitchen sales increased by34%
- Storewide sales grew by25%
Industry Benchmark Comparison:
Von Tobel’s Q1 2020
growth 34%
far outpaced:
- The national industry average of12.3%
- Lowe’s growth of11.2%
- Home Depot’s growth of7.1%
Von Tobel’s campaign success was achieved before the COVID-19 home improvement boom, making it a truly standout result.
Key Takeaways & Lessons Learned
Smart Budget Reallocation:
Once convinced, Von Tobel reallocated funds from print to digital and direct mail, which dramatically improved lead generation and sales performance.
Building a Stronger Brand:
Our comprehensive approach not only increased immediate sales but also elevated Von Tobel’s brand awareness, positioning them as a leading choice over big-box competitors.
conclusion
By executing a highly effective multi-channel campaign, we helped Von Tobel successfully transition from traditional print advertising to a dynamic, results-driven digital strategy. The campaign exceeded all key performance metrics, proving that smart, data-driven marketing can outperform even the biggest industry players.