Northwest Spa Show
The SituationBlack Pine Spas, the largest retailer of hot tubs and swim spas in the Northwest, wanted to bolster sales of spas by running a local sale event promoting the best prices and selection of hot tubs and swim spas in the Northwest. The goal was to get the message out to potential buyers in the Washington State area, primarily in the Puget Sound.
The Solution & ServicesIn order to achieve market penetration, we utilized a mixture of traditional media (Television & Radio) coupled with digital (Facebook ads) to generate awareness for the show. We also captured prospects with intent to buy through a finely tuned Google Ads campaign that generated phone calls and drove traffic to the landing page. Then we used a series of email, text, and voicemail drop sequences to communicate readily with prospects and nurture them to become customers.
Our Creative Work
Marketing Collateral Design
Landing Page Design
The graphics were developed in order to communicate the benefits of owning a hot tub and swim spa. Those benefits range from better health, In addition, we also put crucial calls to action such as the $500 discount that people were eligible if they booked a private online sales appointment.
We crafted a landing page for the show on the HubSpot CMS.The page was crucial in outlining the various health and social benefits of owning a hot tub or swim spa. Throughout the reading experience viewers were offered calls to actions that included direct meeting links to book a private sales appointment or fill out a form. Call tracking was also embedded on the page to ensure tracking was as precise as possible.
Pre-existing photo and video footage was utilized to create 15 second television ads that communicated the show in a dynamic and clear manner.
Lead Generation & Nurturing
Individuals searching for the show or related terms were captured by first page Google results that directed traffic to the landing page.
Video ads were used to drive awareness and retarget prospects that showed interest in the show but had yet to convert.
Prospects that did not convert were nurtured through automated email and text sequences.
We were able to use the HubSpot platform to create, manage and distribute content for the campaign. We captured leads and segmented them in order to deliver the right message to the right person at the right time. All email and text communications were automated in order to optimize time and costs. Plus, everything was tracked and synced directly to the HubSpot CRM for future use.
Facebook ads were split into video campaigns for prospecting and retargeting.
Data Tracking & Reporting
Through HubSpot, we were able to track all prospect touch points leading to opportunities for campaign optimizations.
Custom Built Analytics Dashboard
RETURN ON AD SPEND