Case Studies

Driving bona fide leads through measurable channels while establishing a substantial online presence

Background

A multi-million dollar home improvement firm based in Southern New England, ABC Co. is on the Inc. 5000 list of America’s fastest growing companies. With over 20 years of experience and multiple industry awards to its credit, ABC Co. has established itself as a leading resource for replacement windows, sliding doors, roofing, gutters and energy audits.

ABC Co’s customer-centric business model is built on the premise that homeowners deserve a level of craftsmanship, building materials and service that exceed all expectations. As a result, it has built an enviable reputation over the years as an industry leader that is never satisfied with an average customer experience.

Challenges

The diminishing returns of traditional media.

Despite its robust offering of home improvement solutions, its solid reputation, and its longevity in the marketplace, ABC Co. was getting minimal traction and diminished results from its marketing efforts. This diminished ROI was not only leading to stagnant revenues, it was endangering the overall health of the business.

Like many companies, ABC Co. dedicated the majority of its marketing budget to traditional offline channels such as Yellow Pages, newspaper ads and direct mail. These channels were simply not generating the leads and business they had in the past. A follow-up attempt to engage potential customers via television and radio advertising also had substandard results.

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