Situation
A distributor that served two markets, dealers and independent owner-operators, approached us because they thought a strong online presence would drive their future growth. The challenge was that they sold to a group that was almost retail-like in their buying habits (the owner operators) and they sold to a second group that was more wholesale-like in their buying habits. The trick is that the two groups are very price sensitive. If wholesale sensed any drop in retail pricing, they demanded lower prices too.
Our Unique Insight
Knowing there are two audiences, and being exposed to their sales cycle, we challenged the idea that online growth was solely dependent on online marketing. This came from analyzing years of their activity and being unable to draw a direct line between online traffic and sales. The client wasn’t convinced, but was open to taking a more data-influenced approach to growth than an ad-hoc gut feel approach.
Result
The lightbulb moment came once we closed the loop on the reporting and proved over time that online was not driving sales as much as the direct marketing effort. The reporting showed an influencing factor, but the data also showed that the focus needed to be on offline introductions, and it showed that the messaging needed to be more focused on the audience and their preferred channel. Armed with this new insight, the client is now investing more in offline initial contacts.
◉ Time from Start to Lightbulb Moment: 11 months
◉ Investment To-Date : $28,000
◉ Cost-per-Acquisition : $400
Our marketing solutions help your business generate more traffic, calls, leads, and revenue.
LeadGen Compass is a full-service database, internet marketing, and SEO company offering innovative lead generation solutions to small to mid-size companies. With 20 years experience in marketing databases, SEO, website conversion, and list marketing services, we pride ourselves on driving traffic, converting visitors, and delivering results our clients are proud of.
