162
INCREASED WEBSITE TRAFFIC
547
INCREASED WEB ENQUIRIES
The Challenge
The instant the country went into lockdown in March 2020, we had to rapidly adjust our marketing strategies across the various channels for each of the Conservatory Outlet Network Members.
It was vital that the Dealers sustained a strong brand presence during the lockdown and continued to attract a high volume of leads and enquiries so that they returned to full order books when permitted to resume installations.
New marketing initiatives were quickly conceived and implemented as slowing down or pulling the plug on marketing activity for our biggest client simply wasn’t an option.
The Leadology™
With everyone being confined to their homes, it played to the strengths of the various home improvement dealerships.
The devising of a ‘Love Your Home’ theme seemed a well-considered and appropriate, positive notion whilst thousands of us were surrounded by the same four walls.
This saw us communicate a mixture of sales and softer lifestyle-led content, weaved through blogs, email and new brochure download ads. The helpful content suggested DIY ideas and tips for customers to try out to help them begin to appreciate and see the potentials in the space they were living in.
Our overarching aim was to keep customers warm and generate brand interest by showing personality whilst customers had more time to view the content and interact on social media.
The foremost objective of this sales campaign was to generate a strong level of retail enquiries for the Dealers and leave them with a ready-made sales pipeline so that they were in a powerful position for the challenging months ahead.
The empathetic tone we used to promote the sale, at what was a very emotional, frustrating and confusing time, made it appeal to an active market of home improvement enthusiasts.
”We took the collective decision with the DigitalKOG team very early on during the lockdown to use it as an opportunity to innovate. The ‘Love Your Home’ campaign conceived by their creative experts was an inspired idea and helped us smash our previous all-time monthly sales record by 20%.
Gary OakesCLEARVIEW HOME IMPROVEMENTS, SALES DIRECTOR
