Jay’s Appliances of Levittown Sales Increase

Challenge

This venerable family-owned appliance retailer is something of an institution on Long Island. They approached Vertigo hoping to revive flagging sales that were being lost due to a combination of factors.

Insight

Jay’s was under-utilizing some of the traditional media channels which are the bread-and-butter platforms for the appliance industry. We also found an opportunity in Long Island’s large Spanish-speaking community:  the shutdown of several local big-box stores had left this population disenfranchised, with an obvious vacuum in the local appliances market.

Solution

Vertigo worked to unify the brand’s messaging across different channels and boost its focus on key holiday and seasonal sales. We launched a multimedia campaign including heavy TV, radio and print placements, along with a digital campaign focusing on keyword and display ads. Key to the digital campaign was the use of Spanish-language ads targeting search traffic for the top-name brands that are Jay’s specialty.

Result

Jay’s annual in-store sales counts ultimately grew by 28%, and are still going strong despite the subsequent arrival of a new home improvement store in the area.