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The Story of Action Furnace

Background

Action Furnace is one of the largest furnace companies in Alberta. They used various marketing companies, all located across the globe – with little to no conversation occurring between them. Although Action Furnace was successful, ownership and management knew they could find efficiencies with their marketing execution; mainly their website management, digital presence, cost per lead, online advertising cost, brand alignment, client retention and overall marketing strategy.

Business Revenue has Increased
20%
Year Over Year
Website

Before POD

The client’s website was a smorgasbord of various landing pages that were lacking cohesiveness, navigability, ease of use, interlinking, content, and overall results. The client had an idea of how well their program was converting traffic into customers but did not have a definite number. The site was not designed to be mobile responsive and had challenges displaying important information in different browsers.

Since POD

A well thought out website and online presence was designed and created with the following:

  • Clean, minimalistic design
  • Ease of Use
  • Extensive tracking of user behavior using various forms of analytics
  • Unique, good quality content
  • A focus of turning browsers into customers
  • Establishing Action Furnace as an online authority on furnaces and furnace repair in the Calgary & Edmonton markets
  • Responsive design for all screen sizes and devices

Results

The website now displays has a modern professional look. It represents the Action Furnace brand much better and is easily navigable. It conveys appropriate messaging correctly regarding all products and services. The website now is also responsive on all desktop and mobile devices.

Conversion Testing

Before POD

Although ActionFurnace.ca was achieving high traffic numbers, it was determined that their conversion rate was 6%. This meant that 6 out of every 100 people visiting the site would contact to book an appointment or request a quote. With proper upkeep and strategic thinking, better results could be achieved.

Since POD

Once POD Marketing built their new website, extensive tracking and analytics were installed. A 6% conversion rate was considered the benchmark that POD knew they had to beat. By testing various elements using A/B split testing, POD was able to gather and analyze significant amounts of data. Using the data, our web team proactively made changes to the site to improve the number of conversions achieved. Due to our efforts, ActionFurnace.ca now converts over 20%. This means that 1 in 5 users end up contacting the business to book or request a quote.

Graphic Design

Before POD

The logo, mascot and overall brand for Action Furnace were extremely dated. The brand and logo had existed for over 10 years without any major updates or modernization. As a number of various graphic designers had created collateral over the years, a clear lack of consistency existed across media platforms.

Their mascot depicted a superhero-type man, to play off the “Action” theme of the brand. They previously had a 70/30 men to woman ratio on the person calling to book their service.

Since POD

By having a dedicated graphic designer that understood the intricacies of the brand, a new modern logo was created. Rather than have the mascot be part of the logo, a new mascot was designed and created. The mascot was then the centerpiece of major video, TV and display campaigns. It helped to solidify Action Furnace as a trusted, modern company that could service Alberta’s needs.

Their new mascot depicts a smaller framed gentleman who could be everyone’s best friend. He is less intimidating, and we contribute this increase in woman calling (60/40) to the look of the new character.

Lead Generation

Before POD

The client already had an extensive Google Adwords campaign running. The results were average but they wanted more out of their campaigns. With competitors entering the marketplace, the only advice from the previous service provider was to increase budgets. This led to a bloated advertising spend which increasingly became less effective. Their customer acquisition cost was well over $200, far and above their target acquisition cost.

Since POD

A new campaign was built from scratch. With a dedicated PPC specialist monitoring and continuously optimizing the campaign, POD was able to decrease their cost per click by 15%. With continuous optimization, the current cost per lead ranges between $50 and $75 depending on the nature of the service. Display, Remarketing, YouTube, Instagram, Facebook and additional social media were utilized to deliver additional leads. An important note is that every lead, regardless of source was delivered at a profitable rate.

Marketing Strategy

Before POD

Action Furnace management was required to come up with marketing strategy and initiatives. Once established, various companies/providers/sub-contractors needed to be contacted to ensure that their vision was realized. This was not feasible and created challenges such as delivery in a timely manner, alignment, and cohesion among the various contractors.

Since POD

Our marketing strategist’s role gave the client his time back. An annual marketing plan was created with goals and objectives in mind. Once the client’s approval was obtained, ad campaigns were rolled out - on-schedule, on-time and on-budget. Action Furnace was involved in the approval process but the concept, marketing ideas as well as overall strategy was proactively initiated by the strategy team at POD Marketing.

Results & Conclusion

After becoming a POD client, Action Furnace’s annual revenue grew by over 30% in 2 years, while their profit margin remained as high as ever. The website conversion rate is now over 20%. The brand is modern, professional and consistent across all online and offline mediums. Each lead is extremely profitable and having a marketing strategist on hand has given the business owners their time back. They are now able to focus on the day-to-day operations rather than trying to come up with marketing campaigns.

Get Some Help with a Project

If you're planning out an upcoming marketing project and need some help, we're the company for you. Our highly skilled and diverse team of marketing experts can assist with planning, strategy and execution of any marketing project you may have.

Contact Us

If you're looking to take your business to the next level and are considering hiring an agency to handle ALL of your marketing, we should chat. We provide all-inclusive marketing solutions to clients across North America.

For the equivalent cost of a mid-level, single employee - you could hire a team of marketing experts, all specialized in various forms of digital marketing.

If you contact us here and tell us a little more about your company, we would love to meet up and see if we're a good fit together.

Contact Us
Outsource Your Full Marketing

Get Some Help With a Project

If you're planning out an upcoming marketing project and need some help, we're the company for you. Our highly skilled and diverse team of marketing experts can assist with planning, strategy and execution of any marketing project you may have.

Contact Us

Outsource Your Marketing

If you're looking to take your business to the next level and are considering hiring an agency to handle ALL of your marketing, we should chat. We provide all-inclusive marketing solutions to clients across North America.

For the equivalent cost of a mid-level, single employee - you could hire a team of marketing experts, all specialized in various forms of digital marketing.

If you contact us here and tell us a little more about your company, we would love to meet up and see if we're a good fit together.

Contact Us
Get Some Help with a Project
Learn More
Outsource Your Full Marketing
Learn More