Building Market Presence and a Sustainable Growth Strategy for California Closets
Client: California Closets
Franchise Locations: Raleigh, Greensboro, Wilmington, Richmond, Virginia Beach and Myrtle Beach
When California Closets partnered with Able & Co. in 2023, the goal was to increase brand awareness in the Carolinas and Virginia markets where competitors were gaining ground. To succeed, we needed to elevate visibility quickly and build a marketing engine that could fuel sustainable long-term success.
Rather than focusing on one-off tactics, we developed a diversified media strategy designed to follow consumers throughout their streaming and digital journeys. Our “person-first” approach, backed by sophisticated matchback reporting, resulted in a reliable pipeline of high-value leads, stronger market positioning and measurable year-over-year growth.
We don’t offer clients sugar-high marketing that spikes and crashes. Like a well-managed investment portfolio, our media strategies are built for consistent, long-term expansion. That’s the approach we implemented with California Closets and it’s the mindset we bring to every client relationship.
The Situation:
When we first partnered with California Closets, lead numbers were steady, yet awareness lagged. Despite offering high-quality custom solutions, many potential customers simply didn’t know California Closets existed in their area.
The Strategic Solve:
We developed a person-centric strategy that shifted away from traditional channel-focused advertising, instead meeting prospects throughout their journeys across streaming TV (OTT/CTV), digital audio, targeted print and social media. This was supported by third-party matchback reporting, a process comparing multiple lists. This report could trace a customer’s path from first ad exposure to the closed sale to demonstrate a client’s return on investment. (See charts below.)
LEAD-TO-SALE CONVERSION IMPROVED AS MULTI-CHANNEL STRATEGY MATURED
DIVERSIFIED CHANNEL MIX INCREASED AWARENESS & REDUCED RELIANCE ON ANY SINGLE SOURCE
INCREASED INVESTMENT CORRELATED WITH HIGHER LEAD VOLUME AND EFFICIENCY GAINS
Investment-Style Marketing Works:
Much like a balanced portfolio, the diversified approach protected California Closets from overreliance on any single channel.
More importantly, the matchback reporting revealed something crucial: customers who engaged with our streaming ad campaigns weren’t just generating leads, they were converting to higher-value sales compared to those from traditional website or search-driven inquiries. To further strengthen the funnel, Able & Co. also recommended adjustments to incentive structures, helping ensure sales and design teams maximized the value of every lead.
The Reality Check:
Like any sound investment, consistency matters. When budget uncertainty led to scaled back spending in mid-2024, the impact became evident. Markets that maintained targeted investment continued to perform, while those with reduced presence saw results that fell below corporate benchmarks.
This validated our core belief: effective marketing is like an IRA or 401(k), where sustained commitment to the strategy is the path to building long-term value.
The Outcome:
With investment restored, California Closets is once again experiencing renewed and continued momentum. Furthermore, they have transformed how they measure success, moving from appointment-to-sale ratios to lead-to-sale ratios, providing clearer attribution and accountability.
The relationship, like all of our client relationships, has evolved into true partnership—with complete transparency in tracking and measurement and total confidence in every dollar invested.
WANT MORE?
Contact us to unlock exclusive case studies that show even more of our award-winning work.
Contact