case study

Weekends Only

overview

Weekends Only Media

Weekends Only Furniture & Mattress is a leading furniture retailer in St. Louis. The company’s concept is unique. They’re open only Friday through Sunday each week to keep overhead and operational costs low, which helps their customers save money on brand name and first quality home furnishings.

challenge

Broadcasting on a Budget

Weekends Only wanted a greater return from their media investment, so they challenged Stealth to generate higher sales while maintaining their existing media budget.

Stealth was able to implement an out of home Memorial Day ad campaign that generated a large number of new leads.

strategic insight

Research the Right People, Not the Masses

Stealth’s media team applied customer persona research to inform and prioritize media audience targeting. The goal became reach the right people, rather than just the masses.

tactical execution

Media: Now Delivering

Planned media for broadcast television, radio and digital platforms targeted Weekends Only’s core demographic for audience delivery. But, it didn’t stop there. The strategy considers retail shopping habits, key customer persona traits, creative messaging appeal, and sales trends to execute detailed media placements which optimize reach, frequency and cost efficiency against those targets that show the highest propensity to purchase at Weekends Only.

New Site Visits

1,275

New Conversions

151

Cost Per Conversion

$105

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