increasing revenue hardscape service provider
TABLE OF CONTENTS
Project Details
- Company Description | What they do
- Previous marketing efforts. Their main goals were to:
- Expand into their service areas
- Use social media marketing to drive sales online
Challenges
- Essentially, Review Radar's marketing team was confident there was a way to earn a large portion of their revenue from direct to consumer (DTC) sales online.
- Their target numbers for online acquisition were:
- >=2 ROAS
- <= $30 CPA
- Not only would these targets allow them to continue scaling their online advertising spend but they would increase Provisions profitability allowing them to spend more on creative development and email marketing.
Solutions
Our initial approach was to work closely with the creative team to develop new types of creative assets (advertisements) to test. The team had started out using high quality project competion shots but needed before shots. There was little testing going on with their creatives.
The number one way to find success with new service offerings or creatives is to test rapidly and track results.
In addition to the new before and after shots and lifestyle images for the services (people using the finished build, etc…) we had Provision start working on creating videos and building case studies.
This video took longer than their other creatives to produce due to the need for a storyboard and or script for the video. Despite the extended production time, the videos were a massive success. It was one of the first creatives to show mass market appeal and allowed us to immediately scale our paid advertising to some of the cold traffic audiences we were testing.
The Leverage Point Most Businesses Miss
This is a point you will see repeated in many of our case studies. Almost every company’s sales will show you that about 80% of all revenue is coming from just a few services .
If you have already found a clear winner, this is when you need to double down on what’s working with the mining approach. You need to optimize and scale your campaigns for your top service on the marketing channel you are on before you worry about other services or channels.
In Provision’s case, there were two services that were head and shoulders above the rest.
- Retaining Walls
- Patio Installations
These two services were selling at a high volume to a variety of cold traffic audiences. Instead of trying to push multiple servicews to cold traffic, we were able to leverage the success of these two services to get new customers into the client’s remarketing funnels.
The customers we acquired using the two above-mentioned services as cold traffic offers were then remarketed to a variety of other services and offers (including subscription offers) via email marketing campaigns, messenger campaigns and remarketing ads.
During the first 6 months of scaling their offers we drove an increase in ROAS by over 200% on their remarketing ads while INCREASING spend by over 1000% on cold traffic.
Cold Traffic and Remarketing Always Have to Scale Together
Mainstream Service Push
A secondary objective for Provision was to move into some of the high value zip codes associated with hilled areas for retaining walls, and higher income areas for other outdoor living spaces such as patio installations. For the client, this meant [service area 1] and [service area 2].
In order to make their initial month in these higher income areas as successful as possible, Review Radar’s marketing team developed a plan to target a select grouping of locations in a [x] radius.
With the help of their Review Radar’s marketing team we developed a plan to launch geo-targeted campaigns within a specific radius of the higher revenue home owners and metro areas that were selected for this preliminary launch.
Due in part to the success of this preliminary launch effort, and the meticulous planning and negotiations for placement within Provision’s prefered service areas by the clients crews, their plan allowed them to extend their placement in these two service areas indefinitely.
The Review Radar team is now working on a second set of service areas to expand into for their next phase of growth.
Ready to double your ROI?
Let’s chat about how Review Radar can help you reach your growth goals.
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