On their way to become the first European premium brand for windows.
Finstral is supporting its approximately 200 partner studios across Europe with Facebook, Instagram and Google ads, which are automatically adapted to each individual dealer. Thousands of ads are automatically generated from the photos and texts of the local studios. The ads are then played out to the target groups in a certain radius around each and every location. The campaign is implemented via the ad tech software solution LocalUp.
“Windows are a business that requires a lot of consultation, which is why sales are almost always made through local dealer partners.” reports Lucas von Gwinner, Marketing Manager at Finstral. The central marketing department is therefore focusing on supporting the 200 dealer partners with Finstral Studio. “The most important tools for gaining new customers have been trade fairs, newspaper advertisements and posters. But not only since COVID-19 we have been working to complement this with digital campaigns. These should have a local impact at the same time as underlining the high-quality character of our products. After all, Finstral is the premium manufacturer of windows in Europe – and you should feel that.”
As part of the campaign, which is running in nine countries and six languages, automatically customized ads will be displayed on Facebook and Instagram with the respective point of sale and an individualised text. For example, an Italian customer in Rome will receive an Italian ad with images from the local partner studio, linked to the corresponding subpage on the Finstral website. A German customer living in Palma de Mallorca receives the ad in German with pictures and a link to the local studio on the sunny island.
The campaign was implemented with the software solution LocalUp. The technology creates scalable local ads via Facebook and Google Ads API to automatically combine images, text and dealer logos for each location individually. In addition, LocalUp can be used for individual playout:While Facebook can only target customers by postcode of their home address, LocalUp can also include location and demographic data outside of Facebook, which helps with both B2C and B2B targeting.In order for the ads to be individualised, LocalUp connects to a CRM or other type of data source via an interface and processes the information continuously. So if a studio only delivers images later or exchanges them afterwards, it is still ensured that these are then adapted accordingly in the ad.
“Every year, millions of advertising euros are wasted because ads reach their readers in the wrong place, at the wrong time and with the wrong content,” comments Andreas Kraus, who founded LocalUp in 2018. “LocalUp makes advertising more interesting for customers and more successful for advertisers.” In addition to Finstral, LocalUp is also used by companies such as Edeka and Coca-Cola. It is available as a self-service and managed service.
The company Finstral
Finstral builds windows with a plastic core. And has been doing so for over 50 years. Why are our windows special? Because we do everything ourselves. From the development of the profiles to in-house production and installation – with us you always get everything from a single source. Finstral is a window manufacturer operating throughout Europe with 1,400 employees and 1,000 dealer partners in 14 countries. To this day, the headquarters of the family-owned company are located in Unterinn near Bolzano. Finstral develops and produces window, door and conservatory systems in 14 production facilities. In countless variations. But always with a plastic core.
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