The work: Value proposition and marketing plan*.
The summary: Reconsidering who the competition was allowed the business to target buyers earlier in the buying cycle and get on their consideration set with a clever creative campaign.
The result: 2,700 new customers in the first two month
*All work developed in collaboration with Fisher Digital
The challenge.
Aquatec successfully sold residential and commercial pond pumps through a group of brands, but were struggling to grow the market.
They were looking for a way to improve the sales of all their brands without cannibalising the market for any of them.
Diagnosis.
By mapping the customer journey, we realised the brands were starting their sales journey too late - they were competing at point of sale, once people had already decided they wanted a pond and when the decision on which brand to choose was either driven by price or personal preference of the (independent) pond dealer.
They needed to move earlier and educate new home builders, renovators, or landscapers about the benefits of a pond in order to get on their consideration set, before they chose one of the typical options: lawn, landscaping or entertainment.
Solution.
We got the brands to join forces and create a new website - buildyourpond.com.au - that delivered clear messages about the mental health benefits of ponds, the practical benefits versus each of the typical options, and included a planner for different sized spaces.
The website was promoted through digital channels and amplified through the Better Homes & Gardens network to get in front of the home builder/renovator/landscaper audience.
The independent network was incentivised the sell out products at point of sale through a special incentive program created for the campaign.
The results in the first two months.
11,000 unique website visitors
2,700 conversions to requests for dealer information.
“We are seeing awesome results. The strategy completely changed our thinking about our marketing potential.”