Mahalo Heating

Based in Rosburg, Oregon, which has a population of just over 30,000 with about 110,000 people residing in the county, Mahalo Heating was unsatisfied with the results of their television campaign. They had always used TV as a staple of their advertising, but were now paying for placement in a larger market to ensure their ads would appear beyond just their local community. Much of the exposure was wasted, however, with the larger market (Eugene, Oregon) situated an hour north. Poor campaign results and stagnant sales led the company to turn to Out of Home (OOH) advertising to grow sales.

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Objective

Increase in-store, promotional and special event Sales. To create a dominating position and generate a very high share of awareness.

Objective

Strategy

The client utilized 15 billboards across the town of 30,000 people, ensuring that  consumers were intercepted by brand messages every few blocks. This campaign featured a very simple “0% financing for 72 months” offer making the copy clean, concise, and easy to understand. With many limited income households in the area, having a financing option was a very important feature for reaching residents in this small town.

Strategy

Plan Details

Market: Rosburg, Oregon

Flight Dates: 1/01/2022 - Present 

OOH Formats: Bulletins, Junior Bulletins

Budget: Under $10,000

Plan Details

Results

Sales resulting from the promotion of the financing offer using OOH billboards rose from $469K in 2020 to over $1.4 million in 2021, the first year they used billboards. This past year, sales grew another 21% to $1.7 million.

Results