Cabinetworks is the second largest cabinetry maker in the U.S. With manufacturing sites and offices throughout the country, the Cabinetworks Group has 19 brands in its portfolio, including KraftMaid, Merillat Classic, and Merillat Masterpiece, some of which have been manufactured for over a century. Despite their success, Cabinetworks had a few challenges when it came to paid search. Some of the company’s approximately 1,631 dealers have as many as 20 locations, giving Cabinetworks a combined reach of 3,030 locations. Many dealers didn’t have digital marketing experience, so they went to corporate for assistance, but Cabinetworks was unsure of how to scale their digital program to support all of those dealers.
Together, BrandMuscle’s marketing execution team and Cabinetworks created a paid pilot search program aimed to drive traffic to dealer showrooms and get customers to schedule in-store appointments with designers. The program included 36 dealers across 107 locations, and focused on Cabinetworks’ KraftMaid and Merillat brands. BrandMuscle targeted keywords such as “cabinets near me” to reach qualified consumers anywhere within a 15- to 60-mile radius of each dealer’s location. When users clicked on an ad, they were directed to a smartly designed landing page tailored to the brand relevant for that dealer and were prompted to provide details about their cabinet project. After submitting the form, customers received downloadable product details, and their information was sent to dealers who would personally follow up with their new leads. A unique phone number on the landing pages provided Cabinetworks call-tracking stats.
Data drives BrandMuscle’s initiatives. But skill and experience enable us to use that data to quickly re-strategize and streamline our approach. We recognized the need to optimize for new keywords in the middle of Cabinetworks’ campaign. We removed lower-performing keywords and Google groups, shifted the program’s focus from clicks to conversions, and eliminated the ads directed at contractors, which were underperforming. Analyzing key metrics about click-throughs and conversion rates allowed us to optimize so ads weren’t being served to people who weren’t interested, and that let us stretch dealers’ marketing dollars. If a dealer was to do this themselves — many kitchen cabinet experts are not paid media experts — they may not have optimized in this way.
The pilot was a success and Cabinetworks continues to work with BrandMuscle for paid search. Other agencies would not be able to scale a similar program to 3,000 locations.