Project: Marketing Plan & Implementation
The crash of the housing market and GFC has hit retailers in the home improvements industry hard over the past few years. Suppliers are struggling and many competitors have closed. Melbourne Brick’s sales are stable and continue to perform well despite the market. This provides an opportunity to increase market share and strengthen their leadership positioning.
Building brand awareness and brand knowledge in a struggling and dynamic market is challenging but achievable. The problem that confronted BlueFrog was one of resource allocation. How to build leads and sales across a diverse range of product categories with a variety of brands?
Reaching prospects beyond the four fixed geographic locations in Melbourne required a marketing strategy that drove traffic to the site, phone and stores with a strong focus on converting prospects to sales. Over the year the BlueFrog Marketing team helped Melbourne Brick build awareness, knowledge, leads and sales in a declining market with a clear strategy based on solid market research and measurable tactics.
This year BlueFrog wrote a strategic marketing plan clarifying and uniting all marketing activities to deliver consistent programs designed to meet their marketing and business objectives.
Programs included Radio & TV campaigns scheduled around consumer-preferred sporting events with strong creative. These campaigns successfully drove increasing traffic to the website, phone and stores. Supporting the brand awareness campaigns, BlueFrog developed a digital strategy focused on reaching and connecting with more prospects both business and consumer.
Lead generation and nurturing campaigns using Email, SMS, SEO and Adwords campaigns helped Melbourne Brick stay connected with prospects along the decision-making process and improved conversion from lead to sale.
An ongoing content generation strategy has helped build interest and engagement with the site visitors measured by an increase in sales, downloads, forms completed and videos watched.
Consolidating the marketing resources to three key media has helped focus the marketing only on channels that deliver strong ROI. Over the past 12 months these campaigns have increased traffic to the new website, increased measurable goals and driven more leads and sales from new and existing customers.