Char-Griller is a small, family-owned maker of grills and smokers based in Sea Island, Georgia. The company's products are sold at big-box retailers. As a small manufacturer in a competitive market, Char-Griller built its brand making high-quality, affordable products and relying on traditional, low-cost marketing efforts like local print and mailers. To compete with big-name brands, the company needed a more powerful advertising medium. That's why it turned to Centro for digital expertise.
Char-Griller had three main objectives: to drive sales conversions at retail stores, engage and build audiences, and drive a baseline for advertising spend and results.
In addition, the company wanted to target an audience of men ages 25 to 54 with a household income between $50,000 and $75,000, as well as run a test with the Hispanic audience as a secondary focus. With these goals as fuel, Char-Griller and its agency partner, Daisy Media Company, decided to light a digital flame -- a fire they hoped would ignite increased sales and customer acquisition. Centro was the perfect match.