The recession is affecting everyone. Huge corporations and SMEs are at its mercy. Most are simply attempting to stay afloat, some are trying to keep their heads below the parapet and weather the storm in the hope that at some stage the storm will go away. A few that sail along the lipstick line may sustain their positions. Some may even grow. But what of those who are not so fortunate; the ones whose business, at face value, may seem most vulnerable at a time such as this?
NoMow is one such organisation. The company is a leading supplier of artificial turf to both domestic and commercial audiences and their product is of the highest quality. Until the recession hit they had built a successful business around this and their excellent service.
NoMow’s route to market centred, until recently, predominantly on direct mail and press advertising to generate leads. They also had a website and were running a small PPC campaign. However, as so many businesses have experienced, the calls were drying up and the order books were slowly emptying. At this point NoMow approached Soup.
The fact that digital is a cost effective route to market in its various forms is not news in itself. We’ve been saying for years that this is where you get more bang for your buck, that digital is an area where the very careful, sensitive and effective use of resources can improve targeting and can begin an iterative approach to marketing that means that any activity is constantly refined, developed and improved . It seems, however, that this is evermore important as the recession digs its talons into our industries.
Initially NoMow were keen simply to strengthen and develop their PPC activity and Soup were happy to oblige. But in digital an integrated approach tends to reap more powerful results. Such an approach requires some investment and, at first, NoMow were reluctant in such uncertain times. However, they did invest and the results show that it was more than worth it.
Soup developed an integrated approach to NoMow’s digital marketing. Certainly search was an area that could be developed, but this would work more effectively alongside a more intuitively honed website. We redesigned and built NoMow’s site using a user centred approach in less than a month and launched in January this year. At the same time we developed and launched an improved PPC campaign strategy. Results were better than we could have anticipated; since its launch the new site has accrued a 95% increase in conversion from PPC activity. And the phones haven’t stopped ringing either. NoMow’s order book is now full and their turnover has increased by over 100%.
Michael Tittershill, Managing Director of NoMow said: ''Whilst many companies are reducing their overheads to fend off the affect of the recession, we decided last Autumn that we would do the opposite. … we were delighted that within the first month the new site has accrued a 95% increase in conversion from PPC activity. I am happy to say that this has been reflected in our sales”
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