Beginning in 2021, we worked closely with LL Flooring to develop marketing strategies that better connect with Hispanic flooring professionals. As part of this effort, we developed a Spanish-language marketing test across three markets, with plans for an expanded rollout. To prepare for the initial test, we provided the following:

• Store analysis to determine the overall market opportunity and identify priority markets and stores
• Conducted an audit of current Pro marketing materials and initiatives to identify which ones would be most relevant for Hispanic audiences and where gaps existed in existing communications
• Provided media mix recommendations for the market test and developed digital and social media strategy
• Developed Spanish-language campaign assets
• Monitored and optimized campaign performance on a weekly basis, measuring store visits, transactions, Pro program sign-ups, and overall sales

Hispanic Pro Marketing ​

Store Audit:

• Established an emerging Hispanic Market
• ​Secret Shopper Program​
• Competitive review​

Strategic Plan and Recommendation​

• Quant-Qual Research ​
• Collateral and program audit​
• Strategic plan and roll-out recommendation​:
  • Creative Recommendation​
  • Media Recommendation​

Test Campaign

• Hispanic market and store selection​
• Media mix and creative development​
• Weekly KPI measurement and reporting​