Transforming the Lawn Care Industry

Triple online revenues in 2 years.

2022-03-01

Working with mint. is the best of both worlds—having an in-house digital marketing team while working with an agency that's an expert in its field. At cVert, we experience very high seasonal peaks where our advertising investments are condensed into a short period. During this time, we feel that Mint. is an integral part of our team and, most importantly, that our results matter to them as much as they do to us. It makes all the difference!

William Therrien, Vice President and Partner

Compagnie

cVert

Siège social

Montreal, QC

Nombre d’employés

200+ employees

Industrie

Consumer Services

https://cvert.ca

Objectifs

Generate as many leads as possible in 4 months while maintaining low acquisition costs.

Défis

Industry strongly affected by seasonality and weather.
Strong competition levels during the high season

Stratégies employées par mint.

Stay top-of-mind

Be one step ahead of the season by broadcasting campaigns to be top-of-mind during the high season.

Track offline conversions

Addition of offline conversion tracking for a better view of campaign profitability.

Remarketing

Remarketing sequence based on first interactions with an ad to create a continuation of the visual advertising concept.

Comment avons-nous atteint l’objectif ?

Development of a positioning distinguishing cVert from its competitors.

Our industry rivals are targeting their potential customers with a message based on comparing their lawn to their neighbour's. Is this the real need for consumers or an old suburban cliché?

Instead, we chose to focus cVert's message on the real problem facing buyers of lawn care services: lack of time. Summers are so short in Canada, why spend them picking up dandelions? Our ads promote the time and effort savings associated with cVert, allowing their customers to enjoy the summer.

Before the busy season, however, we focused the message around another concept: preventing rather than curing. We tested several ads featuring a comparison of the service with similar choices, such as a dentist for an appointment.

Our ads also used nostalgic and Canadian references to increase brand loyalty.

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Synchronization of search and display campaigns with weather and seasonality

To ensure that budgets aligned with demand, we started the lawn treatment display campaigns as soon as the snow began to melt. In addition, dandelion search campaigns were activated in late May, just as search volumes were peaking.