design a website

Case Study: 12 Months - Penetrate New Segment


THE PROBLEM:


  • Want to Penetrate New Market Segment

  • Reach $25M in Sales


THE LIMITATIONS:


Client company had limitations on the broad use of digital technologies in marketing due to industry rules.


THE FINDINGS:


The Target Market Persona found a high technology engagement population.


Several key seasonal Pain points were revealed.


THE SOLUTION:


The focus was on developing 7-11 positive touches that gradually built to a sales Call To Action (CTA).


Strategy called for a combination of a special positive touch in-home delivered process, facebook and email.


The campaign had four phases including:

  1. Awareness thru Social Connection
  2. Deeper Connection thru Lifestyle Affinity
  3. Credibility thru Competency
  4. Call to Action.for Sales


THE RESULTS:


Reached major goals of:
 ✔ penetrating the new market segment
 ✔ first time achieving $25M in sales
.


10,000 Prospects a month positively touched for pennies/prospect which drove to landing page and facebook.


12-35 typical with up to 68 Facebook views in one day and a thousand +/- FB views over the course of the 12 month campaign.


Reached minor goal of 500 Likes during campaign.