INVOLVED IN THE INDUSTRY

In advertising, partnerships are stronger when the agency understands the client’s industry as well as the brand itself. That’s why Adcom is heavily invested in the worlds in which our clients operate. Our involvement with organizations like the Home Improvement Research Institute (HIRI) helps us stay connected to the research and conversations shaping the home improvement industry. Then, our team can bring that broader perspective back to the brands we serve.

Read more about the Adcom-HIRI partnership.

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INVOLVED IN THE INDUSTRY: GENIE’S PARTNERSHIP WITH ADCOM

1. Why did Genie choose Adcom as an agency partner?
2. How has Adcom expanded on the original Spark relationship?
3. What does Adcom understand about Genie’s industry that makes the partnership effective?
4. How does Adcom help Genie connect with different audiences?
5. How does Adcom reach customers across the purchasing journey?
6. How has Adcom’s integrated approach benefited Genie?
7. How does Adcom use performance data to inform Genie’s marketing decisions?
8. What’s an opportunity Adcom identified that Genie wasn’t originally considering?
9. Where do you see Adcom playing the biggest role in Genie’s future growth?
10. If another brand asked how Adcom helps Genie, what would you tell them?

GENIE’S PARTNERSHIP WITH ADCOM

We sat down with Michael Noyes, president and CEO of Genie, to talk about how Adcom's integrated approach helps shape and strengthen how they show up as a brand.

As a leading manufacturer of garage door openers and access solutions, Genie reaches homeowners and professionals across retail, e-commerce, dealer, installer and builder channels. Their experience is a prime example of what it takes to market effectively across the home improvement industry.

Q: Why did Genie choose Adcom as an agency partner?

Genie needed a partner with strategic depth, strong creative and integrated marketing capabilities. Adcom’s experience with brands such as RIDGID, Rheem and Sherwin-Williams demonstrated an understanding of both professional and consumer marketing, which is essential in our industry.

We had previously worked with Spark Your Brand for point-of-sale materials and merchandising. Adcom’s acquisition of Spark provided continuity while expanding our access to strategy, analytics, digital tools, production and more.

Q: How has Adcom expanded on the original Spark relationship?

A: While retaining the practical execution we valued, Adcom expands that with strong creative, strategic marketing, integrated campaign development and greater media and production resources. The team has also brought a more data-driven approach, looking beyond traditional ROI to consider how marketing supports awareness, engagement and unit growth.

Just as important, the relationship is genuinely collaborative. Adcom listens to feedback, challenges our thinking when appropriate and leans in when we need support.

Q: What does Adcom understand about Genie’s industry that makes the partnership effective?

Adcom understands that selling through a professional dealer or installer requires a different approach than reaching a homeowner through retail or e-commerce. The team knows how to adapt the message, proof points, creative and media for each audience while keeping the Genie brand consistent.

They also understand the larger building-products landscape, including builders, retailers, e-commerce platforms and connected-home partners. That industry knowledge helps shape marketing around how our products are actually researched, selected, purchased and installed.

Q: How does Adcom help Genie connect with different audiences?

A: We are able to cater to the differences between our homeowner and professional audiences without fragmenting the Genie brand. A homeowner may prioritize convenience, security and connectivity, while a dealer or installer may value product reliability, efficient installation, technical support and the reputation of the brand they recommend. That understanding helps Genie incorporate authentic storytelling that resonates across both homeowner and professional content.

Q: How does Adcom reach customers across the purchasing journey?

A: Adcom has helped us connect upper-funnel brand awareness with lower-funnel activity across search, retail, e-commerce and professional installation. Paid media can introduce a homeowner to a smart opener or professional installation, while search, retailer engagement, e-commerce and targeted landing pages help move them from consideration toward purchase. Our audience-growth plan also includes distinct pathways for consumers interested in smart operators and those seeking professional installation.

Q: How has Adcom’s integrated approach benefited Genie?

A: The biggest benefit has been message consistency. Historically, Genie has sometimes taken a shotgun approach to marketing. By bringing together strategy, creative, paid media, search, social, retail and e-commerce, Adcom has helped unify our messaging around the points that truly differentiate Genie.

Integration also makes each component stronger. Media aligns with business priorities, creative is informed by audience insights and what we learn from one effort helps inform the next.

Q: How does Adcom use performance data to inform Genie’s marketing decisions?

A: Their data helps us make the most of a finite budget. What I find especially refreshing is that the team doesn’t treat performance as an isolated set of digital metrics. Awareness, engagement, clicks and return on ad spending matter, but Genie ultimately needs to sell more units.

Adcom helps us connect those metrics to our broader strategy and evaluate where our spending can work harder. For example, the team has audited our Amazon and Google advertising investments, reviewed campaign structure and targeting efficiency and helped us evaluate when channels like streaming, television, out-of-home and digital make sense as we rebuild brand presence.

Q: What’s an opportunity Adcom identified that Genie wasn’t originally considering?

One example is Genie’s connected-product and IoT strategy. We had meaningful technical differentiation but hadn’t yet translated that advantage into a strong marketing platform.

Adcom helped us turn that technology into a clear and compelling consumer and professional story through the “Access Granted” campaign.

Rather than promoting connectivity as a feature, the campaign shows how Genie makes connecting a garage door opener to a customer’s world more flexible, accessible and frictionless. The idea was developed for both consumer and professional audiences and incorporated across Genie’s integrated marketing.

Q: Where do you see Adcom playing the biggest role in Genie’s future growth?

Our ambition is to create a brand presence that is felt in every NFL city, taking a market-by-market approach to identify where Genie has the greatest opportunity to grow. Adcom can play an important role in making that vision a reality as we develop and execute our next three-year growth strategy.

They’ll help us connect national brand building with local activation, determine where to invest, prioritize the right audiences and messages and bring our marketing channels together. The goal isn’t simply to spend more but to build a more focused growth engine through new market rollouts, expanded awareness, website development and integrated digital and out-of-home activity.

Q: If another brand asked how Adcom helps Genie, what would you tell them?

Adcom combines analytical thinking, strong creative and the capabilities, resources and media reach that a mid-sized business like Genie couldn’t easily build on its own. Just as importantly, they approach our relationship as a long-term partnership.

The team understands our need to do more with less without sacrificing strategy or creative quality. They help us focus our resources, clarify what makes Genie different and connect our marketing to the ultimate goal of selling more products, all while remaining collaborative, responsive and invested in our success.

CONNECT WITH US

The strongest agency partnerships go beyond understanding the brand. They’re involved in the industry, connected with audiences and seeking opportunities with smart questions.

Our partnership with Genie is just one example.

Looking for an agency that understands your world?

Connect with us to see how our team can help strengthen yours.

ABOUT THE AUTHOR

Paris would like to personally thank you for scrolling this far. She appreciates it when people read the whole thing. As a creative copywriter, Paris helps brands shape their messaging and strengthen their representation across paid media, social posts, web content and blogs like this one. She also feels silly referring to herself in the third person.