Millennial, Gen-X Opps: LL Flooring discloses marketing plans, announces upcoming campaign (Score 53)

Sales lead: Reach out if you can help this company accomplish its goals. 

• LL Flooring announced during its recent Q1 earnings report that its top priorities are building brand awareness, improving the customer experience, and rolling out new products. 
• The company recently implemented a new CRM tool to support these initiatives.
• This will allow it to allocate ad dollars more effectively and target consumers directly. 
• LL is preparing to launch a campaign in the next couple of months, but it did not give any details. 

Target demographic: Gen-X & millennial do-it-yourselfers

The company will likely:

• Shift ad dollars around to find optimal ROI
• Continue increasing ad spend
• Seek additional agency assistance

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: LL spent approximately $5.6m on national TV ads YTD, a 27% increase from $4.4m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend increased by 15% from $12.4m in 2021 to $14.2m in 2022. 
• Ad programming: It placed ads during programming such as House Hunters, My Lottery Dream Home, College Football, Maine Cabin Masters, and Love It or List It. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: LL spent around $1.6m on digital display ads YTD, a 45% increase from $1.1m spent in this channel during the same time period of 2022. 
• YTD data: 172.1m impressions via Facebook (63%), desktop display (24%), Instagram (9%), YouTube (2%), and mobile display (1%). 
• 2021-2022 spend: Full-year spend fell 31% from $4.2m in 2021 to $2.9m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as facebook.com, houzz.com, instagram.com, gardenweb.com, and youtube.com. 

Additional channel insights  

• Vivvix: LL also invests in OOH, radio, and local broadcast. 

Agency analysis:

• Opportunity: You will likely have the best shot of securing PR, digital, or social media. 
• Current roster:
  • Barkley: creative & media AOR

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.