As the sole importer of renowned British brands Dyson and Dyson Airblade, “B.N.Z.C Trade LTD” has firmly established itself as a market leader in the industry. Offering a wide range of premium products featuring top-notch quality and unmatched service standards, it’s no surprise that this company is dominating the market.
In our continuous collaboration with them, we took charge of promoting their product line to the institutional market, specifically the Dyson Airblade. Our marketing efforts were geared towards reaching a wider audience and increasing brand awareness among potential clients.
Given that it’s a B2B business, the main focus is on generating high-quality leads that cater to the customer’s satisfaction. It’s crucial to achieve a considerable volume of leads while maintaining their quality for maximized ROI.
When it comes to the institutional market, competition can be tough. However, our client’s products have an edge as they are offered through authorized resellers. This makes it easy for customers to purchase our product with confidence knowing they are buying from a trusted source.
We realized that we had reached a stable point in our results with the client, but we were determined to push beyond that and reach new heights. Our goal was to generate more leads while keeping the cost per lead under control. We knew it wouldn’t be easy, but we were committed to breaking through the stability barrier and achieving greater success than ever before.
In anticipation of the upcoming shopping holidays and year-end rush, we’ve taken proactive measures to ensure that we remain competitive and relevant in the market. Though we are not an e-commerce site, our efforts to cultivate demand and attract new audiences will certainly pay off in dividends. With a strategic approach focused on enhancing customer experience, we are poised to become a formidable player in the industry.
Following a collaborative brainstorming session with the customer, we developed an insightful marketing strategy for your business. After careful consideration, we decided on the perfect sales offer – a tantalizing discount of up to 30%. This irresistible offer is sure to generate heightened interest and attract more eager customers than ever before.
Offering an enticing sales promotion can increase engagement and ultimately improve conversion rates. At the same time, allowing customers to decide on the discount amount gives them a sense of control and may lead to greater satisfaction with their purchase decision. By utilizing this approach, he would be able to tailor a more substantial sales proposal based on the customer’s size or transaction amount received.
To achieve our advertising goal, we implemented a Performance Max campaign. This approach helps us to increase conversions and maintain the strength of our brand by utilizing all available resources.
We took further steps to conduct a thorough optimization of multiple parameters, with the aim of enhancing the campaign’s overall performance. We enhanced the ad optimization by improving the quality score and adjusting keywords. We also expanded some of the keywords to a broad match in order to increase the likelihood of displaying ads. This approach can lead to better ad performance and ultimately drive more traffic to the website. The improvements made led to a significant enhancement in the final outcomes.
Furthermore, we employed a Promotion type ad plugin to highlight the ongoing sale and uphold the quality scores of our advertisements. Using an add-on during a special sale or event is crucial because it can be scheduled to coincide with the promotion, ensuring its relevance and effectiveness.
In order to ensure transparency, we made updates to both the ad and landing page by including a coupon. This allowed for consistency in our marketing efforts and design language, aligning with ongoing campaigns.
Achieving impressive results, we increased Dyson’s B2B lead campaign conversion rate by 189%, with total conversions up by 127% and PMAX conversions by 270%. Our strategic optimization and compelling sales offer led to a maximized ROI in the competitive home appliance industry. Proactive measures and a Performance Max campaign boosted website traffic and generated high-quality leads.
Institutional Market Manager