The client was facing a difficult time as their industry was receiving a tremendous amount of negative publicity and economic pressure. This particular client had been growing year over year like many of their competitors. However, as the industry started to take a dive, this mid-size business couldn’t match the overall marketing increases that other Big Box Brands were willing to invest to weather the storm. These competitors’ were essentially buying their survival. The Pittman Group was charged with creating an Integrated Marketing Strategy that would allow them to compete in their respective local market and regionally while still maintaining their marketing spend to represent a healthy percentage of their revenue without reducing cost in other areas such as headcount or other valuable areas of their business.
The Pittman Group engaged with Focus Groups and used data from impressions, leads and acquisitions to build out a persona for the brand. We also created a real-time fully integrated dashboard from their current CRM System that enabled us to make real-time buying decisions off positive events and learn from non-engaging less cost effective historical ones. A persona was identified and executed through traditional and digital media buys which included a new Web Site, Social Media Channels, Marketing Site, Display, Print and TV Spots. We continued to optimize these campaigns by using an Agile Marketing Approach to assure we were able to establish a sustainable ROI and market share while being quickly responsive through customized integration. All these elements also supported further reduction in spend in less efficient areas which were highlighted through the client-facing customized dashboard.
The client was able to reduce their overall marketing budget by 21% and reduce acquisition cost by 28%. Today, the business is getting higher quality leads and is converting at a higher rate allowing the business to operate at a higher efficiency and to also allow flexibility in other areas of expense. The sales, marketing and executive staff are completely excited about the results and continuous improvement. The client now has a sustainable approach for continued growth.
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