Paint bogo spr 25
Campaign Strategy
Objective: Drive local awareness, increase event attendance, and generate in-store sales during the Spring 2025 Paint BOGO event across all nine Gold Beach Lumber-affiliated stores.
SMART Goal : Sell over 1,600 gallons of Best Look paint during the event window while achieving 25%+ SMS click-through rates, 30%+ average email open rates, and 300,000+ ad impressions.
Result: We sold over 2,000 gallons during the one-week campaign, far exceeding our sales goal. SMS click-through rates ranged from 26% to 32%, and email open rates reached between 32% and 38%. Paid and organic media efforts also surpassed benchmarks, generating over 350,000 ad impressions.
Situational Analysis: Our Paint BOGO is a biannual sales event offering customers a free gallon of Best Look interior or exterior latex paint with the purchase of one. This campaign leveraged the start of spring painting season—when improving weather drives strong DIY momentum among homeowners.
While contractors took advantage of the promotion, the majority of purchases were made by homeowners working on personal projects. This year’s campaign focused on unifying messaging across all stores and maximizing awareness through consistent execution across all available channels.
Target Audience
- Primary Audience: Homeowners ages 30–70, with a demographic split of approximately 50% Baby Boomers, 25% Gen X, and 25% Millennials. living in the local markets surrounding each store.
Personas:
- DIY Dana – A Millennial homeowner tackling their first major paint project.
- Project Paul – A Boomer repainting their home’s exterior after winter weather wear.