Here’s some background info so you can better understand the marketing problems to be solved.:

Gratuitous shot of supermodel so that when I post this to social media it gets lots of clicks, it does have a bed in though so don’t shoot me!

“Best Furniture (fictitious name to protect the innocent) has a significant overstock of a particular model Bed.  Let’s call the bed the Best French Bed.  All of these beds are brand new, same style but they do have a variety of colors in stock.  Best Furniture picked these Beds up dirt cheap from other retailers around the country.

Here’s the catch.

The Best French Bed is a niche bed that does not sell well.  Best Furniture was baffled about how they should sell all of these Best French Beds that were sitting in their shops collecting dust.  Newspaper Ads, Direct Mail, TV, Radio would all be a waste of money since these Beds do not appeal to most bed buyers.  These Beds needed to be moved fast and when you need to move inventory fast, you call ROARLocal!”

This case study is about the steps we took to generate highly qualified leads and move these beds.

After speaking with the owner of Best Furniture I found out that there was some demographics data that I could use to our advantage (we always start with the customer).  The majority of the prospects who would be interested in purchasing this Bed lived in high net worth areas outside of London, so Cheshire, Surrey, Kent etc.

Best Furniture had made it possible to deliver these Beds affordably to any of these areas, meaning that a deal could be closed over the phone.  We proposed that to get the most highly qualified traffic we do some Search Engine Marketing in conjunction with a landing page designed and conversion optimisation for this campaign.

Since Google Adwords has by far the most advanced regional targeting capabilities, we decided we would concentrate our effort there.

Step 1: I bought a domain.  We wanted something that would make it appear that we were associated with the manufacturer.  Since Best Furniture is a licensed franchisee of the manufacturer this isn’t a huge stretch.  I got lucky and picked up a great targeted domain.  We picked a domain that would look good in a google adwords ad so we could essentially use it as a fourth line of ad text.

Step 2: We setup wordpress on the main domain.  We created a simple blog about the bed.  It had 10 posts with bed information and details as well as a few articles we had written specifically to sell.  I also used wordpress to setup a simple contact page and privacy policy.  We did some SEO magic to get the site indexed and ranking very quickly with Google before going live with the campaign.

Step 3: The offer page needed to be created.  We’ll go into what I did with the landing page a little later.

Step 4: I setup a Google Adwords campaign targeting the geographic areas that I was told were particularly good.  I made 1 ad group and within that ad group bid on a few broad keywords.  Heres the general concept of what I did

Best french bed cheshire

French style beds Surrey

Baroque bed shop in kent

My goal here was to be bidding on only a few very relevant keywords and use negative keywords to get rid of the junk that would be searched for.  I started with the obvious negative keywords and then added to the list as I watched the sitelogs of what searches were leading to the site.  Here are some obvious negative keywords I used:

-sheets
-linen
-used
-ikea
etc.

What this keyword method accomplished was generating large volume traffic that was still relevant, and increasingly relevant as I got more data of what keywords paired with my main keywords converted.

The ads used in the campaign were pretty straight forward.  Since we were enticing people with a rather large discount off of MSRP to sell the product quickly, that was mentioned in the text ad.  We split test a bunch of ads to see what got the best click through rates.  Overall the campaign had 3.7%+ CTRs.

The landing page being used was a “thin” data collection page which is why we setup the wordpress blog earlier.  When I set the ads up, I directed all of the ads to the landing page.  I then set all the keywords at the keyword level to the domain and replicated the sell page to focus on the given keyword – This resulted in very high quality scores which lowered our clients ad costs substantially.

Those are the 5 main steps used to create this campaign.

Let’s talk a little bit about the landing page.  I can’t show you the landing pages due to our normal confidentiality agreement with our clients but that doesn’t keep me from drawing you a rough diagram of what we did.

Landing Page 1:

My original thought was just to let the visitors get a quote on Best French Bed.  This would leave negotiation leeway between the shop and prospect.  Here is my first thoughts on the style of landing page we’d do for them:

We found that a lot of the prospects were not as qualified as we may have hoped.  ie. virtual tire kickers.  The new idea was to just lay all of the information out there and if someone responded, they would surely be qualified:

Landing Page 2:

This was the style of the winning landing page:

The above style of page is the one that generated the most leads and ran for the majority of the campaign.  Leads were tracked through the form as well as the tracking 0845 number.

Below are the stats of the campaign:

Total Ad Spend: £3,133
Clicks: 1953
Email Leads: 400
Phone Calls: 270
beds Sold: 250
Approximate bed Sale Price: £1000
Total Revenue: £250,000

As you can see for a total marketing budget of just over £3000 our client had £250K in sales and more importantly for our client he was able to move some slow moving stock that he thought he’d have to write off.

Essentially for our client this was windfall money into their business and as you can imagine they’re very happy.

Want us to get to work on your business?

Then check out our digital marketing services here

Neil