Woodman Insulation, Cumming (Atlanta), Georgia

Although located in a suburb of Atlanta, this client competes with Atlanta business and is in the expensive Atlanta media market. The challenge was to generate leads for this client while being mindful of the market costs, and create a big impact while doing so.

The client’s original strategy included a radio sponsorship on one of the most expensive stations in the market, dabbling in local print, a hefty investment in yellow pages, and a website that was in need of attention. Our recommendation included:

• Moving radio dollars to a different station. Although the home improvement sponsorship was a great fit, the cost for the larger station was not justifying itself in leads. Continue targeted a home improvement show, adding in billboards and other short, call to action messages.
• Develop sales resources to educate potential customers and increase closing ratios.
• Overhaul the website, turning it into a 24/7 lead generator. Show the breadth of services and the experience of this suburban business so it can play in the larger market.
• Implement an intense search engine marketing program to drive traffic to the website and convert visitors to leads.

The result has been dramatic! In this large market, the client is earning a minimum 80 leads per month, with most months delivering over 100 leads.