A CASE STUDY
GO GREEN SCAFFOLDING
Go Green Scaffolding has built up a solid & respectable business in the Birmingham & West Midlands area. The services include Scaffolding, Temporary Roofs, Screens & Partitions, Media Events & Stands. This is both in the Commercial & the Domestic sector.
Historically, the company had a mix of various advertising mechanisms. This included online and also offline media. They invested in newspaper, radio ads along with Yellow Pages.
The investment levels had increased over the last few years & the returns have been diminishing slowly. Overall, they were unable to establish the best media mix. This has been largely due to the fact that their lead tracking has remained largely inconsistent & has not been a big priority.
They knew online was the future as their competitors had all increased their online presence & visibility. They needed a solution that would build their brand online & also deliver more new business leads at a lower cost per lead.
The key to this campaign was being able to do 2 things. 1- Produce more leads & 2 – Prove that the resulting jobs came through the IMCs campaign. Also, to allow 100% visibilities so that they can accurately track spend, clicks, calls & measure the exact ROI.
- Pay Per Click Management across the search engines, in a designated geographic area.
- Live Chat – to allow the agents to engage in real time with visitors to the site. This would assist in bookings and also aid in increasing the overall conversion rates.
- Online Reporting Suite. This allows for all calls to be listened to and assessed for both staff efficiency & also to calculate the ROI on the campaign.
IMC Results / after 2 months
Go Green has now reduced their offline spend which has led directly to increased profitability. The IMCs tools have assisted in delivering the customer through the buying funnel & optimising the campaign performance has led to a lower cost per lead. Go Green can now track all customers from search through to booking & attribute.