Victory Closets is a versatile closet system that is designed to be configured based on the needs of the customer. The patented closet organizer solution provides beautiful, durable, sensibly-priced closet storage with the flexibility to change the configuration as the customers’ needs evolve. The Greater Susquehanna Valley chapter of Victory Closets serves homeowners in Lancaster, Chester, Dauphin, Cumberland, York, and Lebanon counties.
Victory Closets came to us looking to raise brand awareness, capture leads from a local target market, and satisfy sales goals for 2020. With revenue for Victory Closets being supplemented by a sister-company, Kitchens by Eileen, the client was looking for a unique campaign to help expand the brand awareness and closet solutions to their target market.
With a largely-creative campaign at the helm, our team started with a deep investigation of the Victory Closets brand, as well as their industry, competitors, and website performance to date. Through that research, we were able to develop a brand persona and customer engagement map that could be used in the development of their direct mail and paid advertising campaigns.
Lead Generation / Mailing List
Because of the smaller footprint of the existing customer database for Victory Closets, we had to start with the curation and cleaning of a lead generation mailing list. Through relationships with various third-party vendors, we were able to curate a list that was targeted based on:
- Homeownership status
- Average household income
- Age, marital status, and occupation of the homeowner
- Location and age of home
- Average home value
We designed a waterfall direct mail campaign that provided direct targeting to the geographic region closest to the Victory Closets showroom, located in Lititz, Pennsylvania. The initial postcard was sent to potential customers, identified from the curated mailing list, within a three-county radius of the showroom. The second postcard was then sent to the inner-circle of the target market with an added incentive to help encourage a quote request.
Web Design & Development
Our web team worked hand-in-hand with the internet marketing team to ensure that the landing page designed and developed would allow for the highest rate of conversion based on direct mail, PPC (pay-per-click), and social media advertising services. The landing page also included a unique tool that would help potential customers to select the common sizes, upgrades, and finishes for a more accurate estimate of project costs.
We built a PPC campaign around the benefits and unique value propositions of Victory Closets: superior organization, a malleable system, and numerous customization options. We were able to disseminate location targeting to help improve the quality of leads obtained through this tactic.
Early on in the PPC campaign, we identified a point of customer exit on the lead form that was much earlier than intended. Moving swiftly, we adjusted the form fields to provide the cost estimate only after the user submitted the form. This allowed our team to not only track leads more accurately, it also increased the number of lead submissions that Victory Closets received.
Social Media Advertising
We provide Victory Closets with paid social media services to build brand awareness, build relationships, and develop potential quote requests through targeting based on their brand persona.
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ALYSSA GAILEY, ACCOUNT EXECUTIVE, TOWER MARKETING
Amidst the COVID-19 pandemic, the results of the Victory Closet direct mail campaign were successful in obtaining closet project quote requests. The paid advertising efforts on Google and social media have resulted in nearly 20 quote requests over a five-month period of time.
Pay Per Click
- The average click-through-rate (CTR) is 3.03% YTD.
- As a channel of traffic, PPC has accounted for 80% of the quote form submissions to date since the campaign launch.
Social Media Advertising
- Social media advertising clicks surpassed 1,000 per month, increasing brand awareness and ad engagement.
- 80% of traffic to the landing page is attributed to social media advertising, reaching new audiences untapped by organic Facebook posting.
- 91% of individuals reached through social media ads engaged with the ad (clicks to website, clicks to learn more, likes, shares, etc.).
While the solid research, design, and creation of the landing page and direct mail pieces built the foundation for a profitable campaign, the ongoing paid digital marketing efforts have allowed Victory Closets’ ROI to soar.