Digital Strategy, Website, Social, Campaigns.
Fair Price Group
Fair Price Group, a leading blinds and flooring retailer in Adelaide, revitalised their brand and value proposition, and required a Digital Marketing team to roll this out online, working alongside their existing Sales and Brand teams. The goal for the digital marketing was to increase lead generation throughout all digital channels.
Prior to developing the Strategy, Pitstop Marketing held a Persona Workshop with key stakeholders to identify Fair Price’s most valuable customers, to ensure we were targeting effectively. Following this we looked deeper at the key personas and identified their digital touch points, enabling us to develop a robust and well targeted strategy.
Pitstop Marketing delivered a digital strategy covering everything from the websites and SEO to search marketing, social media, online advertising and campaigns.
Pitstop re-developed the Fair Price Blinds and the Fair Price Flooring websites, which focus on delivering a more visually impactful site, increased usability from a client perspective, higher SEO ranking and higher lead generation.
We have continued to work on the SEO, search, advertising, social and digital campaigns for Fair Price, all with our strategic end goals in mind; building brand awareness, driving customers to the website and increasing the volume of enquires and conversions to sales.
Throughout this process Pitstop Marketing has worked closely with the in-house sales team and brand team to ensure a symbiotic relationship, and that we were all working towards the same goals. Buy-in from all stakeholders was key to delivering on this strategy.
Overall, in the first 3 months lead generation YOY increased by 39%, with online leads being key to this increase.
Social media following and engagement revitalised, with a constant increase in followers on Facebook.
Pitstop Marketing changed the online advertising approach to our ‘intelligent spend’ method, bringing down the cost per click, therefore dropping the overall advertising spend, whilst still growing traffic from Google Adwords.
Three new websites were built, including an overarching website to cover the actual Fair Price Group. This was launched with a ‘What’s Fair’ campaign, pushing the strong brand message.
Lead Generation growth