Celebrating 80 Years of Client Success Stories • 1937-2017 • Blog 8 of 12
Holland Advertising : Interactive has been providing marketing and advertising services to Kaeser & Blair for many years. Kaeser & Blair is a leader in the Promotional Products Industry, offering direct sales businesses to people with an entrepreneurial spirit. Recently, Holland was challenged to improve the creative messaging and increase the cost effectiveness of Kaeser & Blair’s marketing investment to get people to become a Kaeser & Blair Business Owner.
Our first step in achieving this goal was to differentiate Kaeser & Blair’s brand from their competition, so we created the strategic brand tagline, “Profits & Reputation Beyond Compare.” Later, we obtained a customer database from Kaeser & Blair along with their sales history and prospects that were interested in the Business Owner Program but never converted. From there, our Cincinnati advertising agency appended nearly 130 different demographic data points to each Kaeser & Blair record and matched about 65% of their records.
Based on the purchase history and demographics, our Cincinnati advertising agency was able to create 5 separate Best Customer Profiles and we identified the highest performer among the 5 profiles as “Lauren.” Once we had a clear description for the Lauren profile, we began focusing Kaeser & Blair’s limited marketing dollars toward it.
For example, with the Kaeser & Blair website, Holland Advertising added new web pages using keywords that were relevant to the Lauren profile and improved Search Engine Optimization (SEO). We also identified 10 bloggers who targeted women similar to our Lauren profile and invested marketing dollars in connecting with their audience through banner ads, blog posts, email marketing, and promotional opportunities. Other strategies included writing monthly blog post(s) focused on different SEO keywords relevant to the Lauren profile. And then, we made adjustments to Google Adwords and Pay-Per-Click campaign to target the Lauren profile through stay-at-home mom ads.
Lastly, our Cincinnati advertising agency sent out an email marketing survey to prospects, customers, and lapsed business owners and identified behaviors and insights. The survey asked recipients questions like, “Why did you become a Kaeser & Blair Business Owner?” and “What did you enjoy about being a Kaeser & Blair Business Owner?” We then took what we had learned from this primary research, prioritized it, and integrated it into our creative messaging.
All of these steps combined contributed to a cost effective increase of Kaeser & Blair’s marketing investment.
By targeting women within the Lauren profile on Google Adwords/Pay-Per-Click, we came from having a $38 cost per conversion to now having a $20 cost per conversion. The blogger marketing program is delivering a $2 – $10 cost per conversion. In fact, a recent quarterly email from one of the bloggers had a 21.2% open rate and 146 conversions – a cost per conversion of $6. And finally, the organic traffic from Google, Yahoo, and Bing with the help of SEO is generating the most conversions at a cost per conversion of $25.
Would you like to see if it’s possible to improve your creative messaging and increase the cost effectiveness of your marketing investment? Contact Bryan Holland at 513.744.3001, or email him at firstname.lastname@example.org and you can become one of our many client success stories.