Filling a kitchen showroom with online advertising

What brings somebody into a showroom

A kitchen is rarely decided on impulse. The person has been thinking about it for months, comparing, putting it off. Advertising does not create the project, it picks the moment it becomes concrete.

• →Financing: a monthly figure on screen brings in people who did not think a new kitchen was for them.
• →Finished work: before and after filmed at customers’ homes, the format that converts best in this trade.
• →The fitter: the owner explaining why a badly fitted kitchen shows after two years.

Qualification, before the appointment

A badly qualified showroom appointment costs a salesperson an hour, sometimes a journey, and returns nothing. Three questions on the form are enough to sort: budget in mind, timescale, owner or tenant.

On the kitchen case documented on this site, that qualification cuts the volume of enquiries by around 30% and lifts the appointment rate by half. Fewer contacts, more appointments kept.

The ten-minute callback

It is the variable that weighs most in this trade. Past an hour, a kitchen enquiry loses half its value: the person filled in three forms the same evening, and the first to call back gets the appointment.

No amount of campaign optimisation makes up for calling back two days later.

Why the first month signs nothing

Six to ten weeks pass between the quote request and the signature. Month 2 sales come from month 1 enquiries, and a kitchen fitter who judges the campaign at thirty days concludes it does not work.

Cost per enquiry falls over the same period: the algorithm learns and the creatives that work replace the ones that do not. On the documented case it halves between the first month and the fifth.