Rusmur Floors

TV & Online Video

The Challenge
In 2011, after more than 50 years of service of service to Pittsburgh homeowners and builders, Rusmur Floors, a local, family-owned flooring retailer, sought to boost their brand image through increased use of television advertising and online video.

The Strategy
After consulting with Rusmur Floors management, Yearick-Millea recommended that the retailer significantly upgrade the production value of their spots to expand their audience by appealing to more affluent homeowners while protecting their reputation as the leading local, family-owned provider of flooring fashions in Pittsburgh.

In addition to shooting original high-quality, high-definition video (instead of relying on stock footage from flooring suppliers) Yearick-Millea produced a new jingle incorporating Rusmur Floors’ established tagline and hired professional on-air talent to establish a rapport with women in the 25-to-55 year-old age bracket, the company’s primary target demographic.

The television ads were supplemented by online video on Rusmur Floors’ newly redesigned web site, and Yearick-Millea worked with a local media buying company to bring strategic oversight to Rusmur Floors’ advertising placements and scheduling.

Results
In the nearly three years since Rusmur Floors implemented its new broadcast, media-buying and online video strategy, the company reports that sales and profits have increased significantly and that it has enjoyed a noticeable hike in store walks-ins, telephone inquiries and web activity.

In addition, a survey of local television viewers by an independent research firm ranked Rusmur Floors among the top five flooring retailers for brand awareness/preference in Pittsburgh (a significant improvement over its 2011 benchmark), and showed that it is competitive with three national brands with extensive national advertising budgets.