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Despite extensive expertise in mechanical ventilation heat recovery (MVHR) and mechanical extract ventilation (MEV), industry newcomer Casavent was enduring the typical challenges facing any new business.
A lack of brand awareness meant its website traffic was relatively low. The majority of its work was coming from word of mouth and the efforts of the sales team at its sister company. But neither of these was providing the growth and long-term sustainability its complete ventilation project services deserved.
“Monitor were extremely helpful in increasing our brand awareness and successfully bringing the Casavent name to new digital marketing channels. A pleasure to work with at every step of the way and we hope to continue our marketing relationship in the future”
Jack Yates, Business Development Manager,
Working together, Monitor and Casavent devised a strategy to dramatically raise brand awareness and increase the incoming leads generated by Casavent’s ‘Send us your drawings’ online form.
Monitor’s team recommended a multi-channel, integrated approach. First, a purpose-built landing page focused entirely on conversions was designed and delivered. Then targeted email campaigns were complemented by pay-per-click (PPC) and LinkedIn advertising, generating interest and traffic from audiences that hadn’t previously heard of Casavent.
Advertising only works if it generates measurable success – and on that score, Casavent and Monitor were both delighted with the results of this campaign.
Our PPC strategy across Google Adwords incorporated text ads, dynamic text ads, dynamic display ads and retargeting. Just one month later, Casavent was in its industry’s top three companies for impression share on its chosen keywords – often matching and out-performing much larger competitors.
A precise LinkedIn strategy also paid dividends. As well as targeting profiles featuring specific job titles, we also retargeted Casavent website visitors and built custom audiences on the world’s largest professional social network.
Our advertising efforts were reinforced by a two-month email campaign designed to introduce Casavent to a targeted database. Case studies and testimonials were included along with details of Casavent’s practical expertise, generating a 10% click-to-open rate from an average 20% email open rate.
All traffic from our advertising and email activity was directed to a dedicated landing page with built-in heat and click mapping. The landing page’s aim was simple: to get visitors to complete the ‘Submit a Drawing’ form. It converted at 3.3%, providing a large influx of new enquiries and positioning Casavent for its strongest ever sales period.
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