Improvement of an obsolete campaign structure
Over 2000 leads generated since the account was taken over.
Objectives.
Generate as many quote requests as possible.
Challenges
- Industry heavily impacted by the moving and renovation seasonality.
- Customer education to be completed in relation to the Go Cube's service.
- Strong competition coming from the regular storage sector.
Our Strategies.
How did we reach the goal?
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.
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.
The Results.
in 4 months, between March 1rst, 2021 and June 30th, 2021.
in 4 months, between March 1rst, 2021 and June 30th, 2021.
between March 2020 and July 2021
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