86% Increase in Gross Website Sales with Focused Media Buying
Seymour is a pioneer in aerosol paints, its founder inventing the very first can of aerosol spray paint in 1949. Today, Seymour sells a wide range of spray paints and specialty products for professionals and DIYers, as well as high-quality lubricants, chemicals, and adhesives for automotive and other industries.
The Challenge: Increase Ecommerce Sales
With a long and distinguished reputation in the paint industry, Seymour’s quality products are trusted by professionals across the United States. Seymour wanted to leverage this reputation and expand its presence in the broader market, attracting more DIYers and painting enthusiasts. To do this, the company wanted to generate more online sales through ad campaigns and set their website up for ecommerce success.
Seymour contacted Twelve Three Media to help them grow product sales through the website and boost the ROI on their digital advertising.
The Solution: Ecommerce-First Website & Focused Media Buying
First, Twelve Three Media debuted a new website for Seymour—complete with robust online store capabilities via an ecommerce platform. The new site was designed first and foremost for ecommerce, with multiple touchpoints to drive shopping and sales.
Before
After
Next, we transformed Seymour’s paid ads strategy. Our Paid Media Team developed consumer personas based on the different audiences Seymour serves (on the job, at home, in the garage, etc.) and aligned these personas with Seymour’s product categories. This allowed us to craft a focused media buying strategy designed to promote the top-selling Seymour products to the most receptive customers.
We tested various personas and platforms to determine which combinations delivered the highest return. By diligently tracking performance, we were able to develop an optimal media plan consisting of targeted ads across multiple platforms:
- Facebook/Instagram/Meta
- TikTok
- Amazon
- The Trade Desk
- And More
Our Paid Media experts tested various creative and assets to help guide future strategy. Regular analysis and testing ensured optimal results and the best use of Seymour’s ad spend.
The Result: 86% Increase in Website Sales Year Over Year
Within one year of launching the focused media buying strategy, we nearly doubled Seymour’s gross website sales. Ultimately, gross sales increased by 86%.
In 2024, we are on pace to meet or exceed the gross sales goals. This will represent additional growth in sales and revenue for Seymour.
Our team paid close attention throughout the campaigns to return on ad spend (ROAS). Ultimately, we were able to nearly double the return for every ad dollar we spent.
Bottom Line: Focused Media Buying Is Essential
Digital advertising is expensive, there’s no doubt about that. When ads underperform, way too many agencies will just advise their clients to throw more money at the problem—or simply give up and settle for subpar results.
At Twelve Three Media, we lay the groundwork for success before the first ad even launches. We drill down into customer personas, the platforms they use, and the products that meet their needs and goals.
Focused media buying enables us to reach different types of customers where they are active online and effectively sell our client’s products. The results we have achieved for Seymour demonstrate the value of focused media buying for growing sales while controlling costs.
