Dec 30, 2007
By Bulletin STAFF. CoolKnobsandPulls.com, a Martinsville-based online retail division of J.G. Edelen Co. Inc. has launched a national television advertising campaign promoting the company and its cabinet hardware product line.
“This is the next step in the growth of our company. Our online business is very strong and now we are going to reach out to a broader audience,” said Jay Edelen, vice president and co-owner of the company that specializes in cabinet hardware for homes and businesses.
The company is working with Google Inc. of Mountain View, California, using a new television advertising model Google has developed.
“CoolKnobsandPulls.com is already a strong customer of Google. We utilize the company’s Adwords pay per click system to drive customers to our Website. A few months ago, Google approached us and asked if we would be interested in participating in their new business model for running television commercials. Google is moving beyond Internet advertising into TV, radio, and newspaper advertising. They buy large blocks of ad space and air time and then resell it on an auction basis to companies like us,” Edelen said.
This new Google ad format still is in trial mode (beta) and is available to companies only be invitation from Google.
“Google thought our company would be a good candidate for this new advertising program, so they asked us to participate. Their goal is to make national TV advertising affordable and accessible to small companies like ours,” Edelen said. “They also provided us resources that allowed us to get our commercials produced at a very low cost. We were eager to give this a try.”
Commercials for CoolKnobsandPulls.com started running nationally on Dec. 20. They have run on the following networks: Fine Living, Oxygen, ABC Family, DIY Network, WE – Women’s Entertainment and HGTV (Home and Garden Television).
The commercials are shown only on the Dish Network system. At this time, Google only has an agreement with Dish Network to buy commercial air time. Dish Network has approximately 13 million household subscribers across the U.S.
“This reach can potentially put our name in front of 13 million families. That is a whole lot of customers,” Edelen said.
“Our goal is to run our commercials primarily on networks that are oriented towards women and home remodeling. Google provides us with demographic information about television networks that helps us target our audience and best utilize our advertising budget.” he said.
“We hope this TV campaign will raise brand awareness about our company on a national level and drive customers to our Website. On the very first day that our commercial ran on TV, we started receiving phone calls within minutes from customers who had seen our commercial. It was very exciting and we hope the investment we are making in this campaign will pay off with higher order rates.”
