Case Studies

The Fran – 7x inbound leads, 8:1 ROI, +11% brand recognition

About The Fran

The Fran is a contemporary custom furniture company that specialises in limited edition pieces.

 

Snapshot of results

  • 7x inbound leads, 8:1 ROI, +11% brand recognition 

 

Key goals & challenges

  • Increase leads, shift marketing efforts away from outbound dominant strategy, increase communications efficiency.

 

How did BGM help?

 

Market Intelligence:

  • Analysed the total market and competitors to identify strengths and weaknesses vs. total market and competitors.
  • Interviewed customers based on the JTBD framework.
  • Analysed customer data.
  • Identified unique positioning opportunities.
  • Full audit of marketing and sales process.

 Growth Strategies:  

  • A decisive plan on what marketing efforts to focus on. Shifting short-term marketing efforts to sustainable efforts that bring in revenue now and in the future.
  • A clear picture about whom the customers are, what they value and how they communicate.
  • Positioning that is congruent and consistent, aligning with the company values and resonates with the customers’ expectations.
  • All marketing effort focused on one key market segment.

 Marketing Tactics:

  • Messaging tailored to attract key market segment throughout multiple channels
  • Mix of high value online and offline communication channels to reach key market segment.
  • Customised communications playbook.
  • Establishing a customer satisfaction survey.
  • Creation of Hubspot reports, dashboards, and processes to maximise lead conversion rates and revenue growth.

 

Recap

  • We gave a clear understanding of the market and the customers.
  • We’ve encouraged an improved, future-stable approach to marketing, focusing on one specific key segment.
  • We have implemented tailored communications throughout various channels.
  • We have implemented a sustainable and effective tracking system.