The rise of social media and instant communication platforms has revolutionized how younger demographics interact with brands. With Generation Z and Millennials wielding significant buying power, businesses must adapt and fine-tune their marketing strategies to capture the attention and loyalty of these tech-savvy consumers.

While the digital realm does provide unparalleled reach, in an era where the younger generations are bombarded with online content on a daily basis, the power and effectiveness of ‘offline’ tactics shouldn't be overlooked. By strategically placing marketing efforts in targeted locations or events, businesses can tap into the inherent curiosity and spontaneity of younger consumers, who are eager to discover unique experiences.

One visionary entrepreneur that has stood out from the digital noise through novel marketing tactics is Scott Waldman, the founder, and CEO of the R&B Roofing and Remodeling firm. Having built the company alongside his team members virtually from zero to the largest roofing and remodeling business in the Kentuckiana area, Waldman certainly knows a thing or two about achieving unparalleled success through clever marketing.

Particularly, through innovative strategies and exciting partnerships, Waldman has created a brand that resonates not just with the older but also with younger generations, driving remarkable growth and establishing a personable image that sets him apart from competitors.

One of Waldman’s key strategies for engaging the younger demographic is his company’s presence at football games. Recognizing the passion and energy surrounding these events, Walmand has partnered up with the University of Louisville, capitalizing on the crowd's excitement to showcase his company and create an unforgettable experience for the attendees.

Reflecting on the partnership with the University, Waldman shares, “They’ve given us this incredible opportunity to promote our brand during halftime shows at football and basketball games.” 

R&B Roofing and Remodeling engages the crowd with exciting giveaways and promotions during these halftime shows. The company even has a mascot sporting a jersey with the company’s logo.

As Waldman explains, “We want to create an experience that leaves a lasting impression on our audience, ensuring their money is well-spent while building positive brand associations.”

By creating a vibrant atmosphere and leveraging the excitement of the game, Waldman ensures that his brand remains at the forefront of attendees’ minds. “We have made our own merchandise and included handsome money prizes. So, we have footballs with our logo and with the University logo. At halftime, winners can throw the football through our logo to win prize money, which starts at $25,000 and increases with each game.”

The total giveaway is a whopping $365,000 each season. Since the target for throwing the football through the R&B logo is bigger than the ball itself, this makes the challenge all the more exciting for the hopeful winners.

Even more excitingly, R&B Roofing and Remodeling has further set itself apart through an intriguing addition to its brand image: an ice cream truck. As Waldman explains, every company vehicle has a speaker system playing a catchy jingle as they drive around neighborhoods, football games, and trade shows. “People recognize our jingle and often approach us for appointments or inquiries about our services.”

R&B Roofing and Remodeling leave behind unique and memorable items at trade shows and events as part of their creative marketing approach. Among these are ducks, pins, and mugs, each with their own unique touch. “The ducks are not ordinary rubber ducks,” Waldman explains with laughter in his voice. “They do have our logo on them, but each has a coupon on the bottom, so event attendees have generally been thrilled to receive these gifts.”

Waldman’s commitment to providing unique giveaways goes beyond sports games and trade shows. His team often hides these ducks in the baths they remodel. “Everyone gets a duck, coffee mug, and pin. We love the idea of our customers finding unexpected little gifts after we’ve completed the project.”

Waldman’s modern approach to marketing, targeting the younger demographic, has proven highly effective in driving business growth and establishing a solid brand presence. Through strategic partnerships, engaging the crowd through exciting giveaways, and fostering a personable image, Waldman and his team have cultivated a loyal following. All that remains to be seen is what new, clever marketing tricks they still have up their sleeve.

“By staying true to our brand values, we've forged lasting connections and achieved remarkable success, for which we are incredibly grateful, and we hope to strengthen those relationships further,” Waldman says.