Global home improvements franchise Granite Transformations are best known for their revolutionary ‘top that fits on top’. Formally only using traditional marketing methods and yet to fully embrace digital, they appointed us to devise a fully multi-channel marketing strategy that would enhance Granite Transformations digital presence. They were also anxious to generate a greater quantity of online leads, nationally and locally, at a lower sale per lead cost than they were previously experiencing. In the process they hoped to be able to develop and extend their franchisee network.
We painstakingly scrutinised the existing Granite Transformations site, analytics and their target market to uncover what was working effectively and what wasn’t working so well and used the findings to help us in the design and build of a brand new website.
To capitalise on the growing online market for their exclusive product we made sure it was fully responsive, whilst also giving their many franchise organisations the capacity to login and manage their respective leads.
The refashioned website very quickly justified Granite Transformations appointment of Motionlab and their digital investment as Visit at Home requests leapt by 50.48% and call back requests rose by 43.61%. There was also a substantial drop in cost per goal completion which dipped by 124.03%.
As part of the overall marketing mix we took responsibility of social media management for Granite Transformations, with similarly positive results. Facebook ‘likes’ increased by 33.19% and their existing Twitter account experienced a 12.43% growth in followers.
Increase in home visit requests
Increase in call back requests
Reduction in the cost per goal completion
Increase in Facebook ‘likes’