$1.2 million in 8 months – Company Case Study

In this case study we take you through the OH! Marketing 4 step process to show you how we were able to help a company who had been flatlining for 3 years to boost their sales in the market place. When your team are excellent craftsmen sometimes all you need is a marketing company who knows how to put you in front of your potential customers and they will come running. Here’s the steps the OH! Marketing team took in the process. Contact us if you would like us to help your company.

Aligning the Business & Marketing Strategies and Plans

Step 1:

Strategic meeting held with decision making stakeholders, OH! Marketing’s Business Advisor and Michelle O’Hara.

Goal of this meeting: – to align Strategic Business Plans with Strategic Marketing Plans and develop a Strategic plan of implementation (traditional and digital) moving forward.

Outcomes of the meeting:

1. Financial KPIs – where are you now, where do you wish to be in 2 years
2. $$ turnover
3. gross profit
4. Marketing KPIs
5. Increase leads and “win back” past clients to increase market share
6. To fill quiet/ down time periods with other areas of business
7. Expand clientele base and average spend per client

Further important findings

• We established the clients were aiming for higher end customers however it was more profitable and “less painful” dealing with clients in the mid range.
• Product Mix – we expanded the clients product mix vertically which enabled them to increase the average spend per client from potentially $50,000 to $500,000 expanding their brand reach, connection with customers and better reuse of materials.
• We provided the sales team with a new sales process on how to promote the new product offering.
• We advised one particular event worth $500,000 was not worth it, they agreed and cancelled it – yet replaced the business with a better client for the same amount during the same period. This was a massive saving on staff, resources and profit margins – not to mention stress!

Time to weave some magic – The OH! Marketing Process

Utilising the Revenue Generation Model Each step of the process generally works on a quarterly basis.

Step 1: Differentiation:

Established the “new feel” for the brand messaging -Top end, leaders in the market, fresh thinking, boutique, high quality, excellent service/ developed the new product and service mix offering / clientele base being targeted (revised the idea client market segment to the $60,000- $150,000 initial client spend).

Step 2: Built Brand Awareness

Note: Marketing plans/ themes were developed 3 months in advance based upon revenue goals required, themed based on the marketplace and rolled out accordingly. All graphic design, imagery, content was supplied by OH! Marketing.

We set up and aligned the following pipelines:

a) LinkedIn Business (updates) + LinkedIn Personal to target decision makers directly and increase brand awareness in the marketplace.

b) Facebook to increase awareness in a more social manner plus ran Facebook ads promoting work done (utilising stylish videos our videographer made), educational posts, philanthropy posts, personal information.

c) Monthly segmented email newsletters to firstly, “touch base” with past clients followed by email nurture sequence providing excellent educational content to acquire and convert new clients.

d) Website blogs, LinkedIn articles – showing expertise across the industry, providing hints/ tips/ educational content

e) Use of organic keywords to increase search engine optimization organically and increase google rankings without having to pay for Google advertising.

f) Google my business to increase organic ranking and provide another educational touch point

Step 3: Lead Generation

a) We developed website “lead magnets” to acquire new client emails for the database and put them through the nurture sequences to then pass onto the sales team to contact and convert. These were educational downloads promoted across all pipelines.

b) Facebook advertising targeting specific clients & geographical areas

c) Continued monitoring social media channels on a daily basis, continuous connecting with potential clients, responding to requests (passing on to sales client when needed).

d) We designed and developed an augmented reality brochure as a new marketing tool to send out to potential clients and for the stakeholders to use with potential clients

Step 4: Conversion and taking things up a notch further

Unfortunately, Covid hit and at this stage the team are in maintenance mode.

Ensuring we kept on track

• Monthly meetings were held
• Fortnightly reports indicating all pipeline metrics and growth were sent

RESULTS – Our indicators of success

✔️The client invested $34,500 in total, to receive $1.2 million in 8 months

✔️Gross profit – remained at 50%

✔️ Conversion rate went from 39% to 42% to 45%

✔️Average client spend increase –$150,000 to $500,000

✔️Increased new client base across new shows

✔️Organically Google rankings lifted.

✔️Expansion into new international markets.

✔️Expansion of product range and services increasing efficiency.

Specific examples

• Facebook advertising – spent $50 – resulted in over $250,000 worth of business
• A “touching base” newsletter resulted in a $150,000 stand as the previous marketing manager had moved to a new company so new business was won.
• A LinkedIn post was seen by one of the new contacts we had connected with – she saw the work had been done by the company 2 years previously and came straight over – $110,000 spend.

Because of our expertise across Business, Branding and Marketing strategic alignment and planning, we are able to see the opportunities and carry out marketing campaigns that deliver results faster than expected. Contact us if you are looking to grow your business.