Bromberg’s
Digital Display, SEM, SEO, InStory Video
Overall website traffic increased by 20.54% year over year
Case Study:
Bromberg’s
Bromberg’s is a locally-owned and operated jewelry store that has been in Birmingham for over 100 years. They have a strong repeat client base but wanted to grow their market share with a younger demographic. Bromberg’s came to Alabama Media Group with a goal of holding their position within the standard pillars of digital marketing like SEM and SEO while also deploying new tactics like mobile-only targeted display and video campaigns.
Solutions
Digital Display, SEM, SEO, InStory Video
Digital Display
The digital awareness campaign starts with sending the Bromberg’s message to a strategically designed target audience of affluent jewelry intenders. These users are targeted with display ads on AL.com and re-messaged with display ads on the extended network.
To define our affluent jewelry intender audience, we take into account:
- Exclusive, first-party data (information collected by AL.com and affiliates that looks at what a user is reading, commenting on, and where they are located)
- We combine this with third-party data (information from outside data sources such as purchase behavior, household income, employment, etc.)
Responsive Rich Media:
Alabama Media Group’s top notch creative services were utilized to implement a mobile-only expandable ad that showcased a gallery of engagement rings.
InStory Video
InStory video displayed Bromberg’s message inside articles on AL.com. This ad played automatically but required the user to rollover to the video for sound. Bromberg’s’ instory video set out to tell their story, highlighting their custom jeweler capabilities and specifically how special it is to be a Bromberg’s Bride.
Search Engine Marketing
Alabama Media Group implemented SEM to stay competitive in the following categories:
- Diamond Jewelry, Watches, Engagement Rings
- Timely sale-specific campaigns targeting holidays – Mother’s Day, Father’s Day, Christmas etc.
Utilizing Google’s sophisticated data, Alabama Media Group targeted users who have interest in certain categories that aren’t directly jewelry related – but we know those users are probable to also have an affinity for jewelry. Example: Targeting users who are luxury travelers or fashionistas.
With this strategy, people who have been researching or visiting websites about diamond education were targeted as well.
Search Engine Optimization
SEO was utilized in order to ensure that the Bromberg’s site shows up high in the search engine results page on Google, Yahoo and Bing. While using a strategic approach based upon the most up-to-date information about how Google, Bing, and Yahoo rank websites for relevant searches, AMG also focused on writing custom content throughout the year with the management of backlinks and offsite listings.
Results
Through constant monitoring, ongoing campaign optimization, and regular face-to-face meetings to discuss campaign performance and evolving short-term and long-term goals, Alabama Media Group was able to achieve the following:
Campaign Highlights:
Relationships Matter
Building partners for life
Account Manager Testimonial
“Our partnership with Bromberg’s is really rewarding because they are such a staple in our community. Having been here for over 180 years, they are the epitome of a successful, family owned business that continues to enrich our city. We’ve built a comprehensive campaign that drives engagement from all angles and increases traffic from key target audiences that we needed to grow within. Month after month we’ve seen these online metrics turn in to offline successes and I look forward to many more years of growth and success with Bromberg’s!”
Elizabeth Bazzel | Account Manager
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