Production of parquet boards | Targeted advertising / Ukraine

Everoli — a Ukrainian manufacturer of oak and ash parquet boards, selling products through a dealer network and its own retail. The company operates in the "mid-plus" price segment.

Region of operation: The entire territory of Ukraine (except for the temporarily occupied territories), with a special focus on Kyiv and the Kyiv region due to the proximity of production (10 km from Kyiv) and, accordingly, cheaper logistics.

Target audience: The company works with two main directions:

B2B: designers, architects, construction companies, and flooring stores (dealers).
B2C: retail customers aged 23 and older who are renovating their own homes (the largest purchases are made by owners of private houses and three-room apartments).

Task of the advertising campaign:

Increasing traffic from social media to the website everoli.ua.
Sales from the website.
Generating 10-20 calculations (leads) per month from end customers.


Solution
Based on the brief and niche analysis, a segmentation strategy was developed to cover both B2B and B2C directions. Separate targeting criteria were selected for each group to convey the relevant offer as accurately as possible.

Audience segmentation:

Six main segments were identified: