Service King had grown to an enterprise consisting of over 300 locations. However, the online presence consisted of multiple web properties, some non-responsive, inconsistent branding and poor UX. Online conversions were low and the brand was under-represented on a local level.
Service King marketing spend was largely untracked and there was a heavy reliance on traditional broadcast media. Activity was not tied to business performance and those CPAs which were measured were high.
Build from the ground up
BFM strategized, planned and built a new website in 4 months, placing strategic focus on SEO and conversion optimization.
- Keyword research drove the site structure and content.
- Target audience analysis ensured a clear value proposition for the key insurer and consumer targets.
- Business analysis drove the priority of CTAs based on propensity to convert into bookings.
- Integrated Service King’s ERP to automatically feed the 300+ store location details through to the website.
BFM combined the website and marketing to establish a strong and visible presence in new and emerging markets, and ensure Service King was found online easily in every market.
- Dedicated landing pages for each of Service King’s 300+ locations used IP detection and intelligent map logic to automatically show store locations nearest to online visitors.
- Marketing executions were tailored to local neighborhoods in the “Can you blame us for moving in?” campaign. For example: “Free garlic bread at Wood Ranch?” (Mission Valley) and “We heard about the clams at Haney’s.” (Center Line).
BFM ensured all media spend was trackable through to sales and, where leads were not directly trackable to sales we built an attribution model to ensure a continued focus on ROS.
- Detailed reporting by channel down to region allowed agile planning and buying.
- Business monitoring allowed marketing adjustments before regions realized they needed additional support.
- Targeted B2B audience as well as traditional B2C audience.
- Custom ads were based on timely or popular events in real-time, sometimes same-day. For example, “#Don’tCatchAndDrive” for the Pokemon craze, triggered ads for bad weather and “Save the tailgating for the game” digital billboards around stadiums on game day.
- Reduced reliance on uneconomical broadcast and sponsorships, turning an existing radio buy into the #1 Super Bowl radio spot.