Industry Eye : Case Study - Weaver's Flooring America

Marketing Platform Lets National Franchisee Focus on Local Roots

"We're able to grab all of that data and sift through it in an automated fashion. We can then present Weaver's with results to show what's working and what isn't," says Balihoo CEO Pete Gombert. "Then we refine those results and make sure that more dollars are going into the effective mediums and fewer are going into the ineffective mediums."

Ally for Cost Savings
Weaver's has the backing of Flooring America for all the creative in its marketing, to which Weaver's adds a local spin. Still, Weaver's traditionally has viewed itself as more seller than marketer, which in the past led to some decisions that weren't the store's best investments.

Balihoo's AdPro platform helps Weaver's determine the most effective marketing channels to invest in. And most importantly, at the right cost.

"We don't have to go directly to a TV station and expect that it's giving us the best rates and placements," Nussbaum says. "We have Balihoo negotiating all that, telling us where we should be advertising and what types of advertising we should be using. That's somebody we can trust 100 percent, who has our best interests at heart. We don't have to trust in someone who's trying to sell me something."

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