How leveraging online marketing success created offline marketing success

CASE OVERVIEW:

What type of marketing is better, online or offline? Trick question. Online and offline marketing aren’t separate entities.  They should co-exist together within your overall marketing strategy. All aspects of marketing, when effective, will work together to increase overall leads.

Here’s how we leveraged online ad testing to create a lead-generating door hanger initiative for our home services client.

THE PROBLEM:

To print, or not to print? Most marketing companies take one of two approaches… 

  1. Many digital marketing agencies only work online because web marketing is inexpensive and can reach a large audience.
  2. Marketing companies that work both online and offline tend to focus on offline marketing first, and then move their message onto the web.

Are those tactics very effective? No. The problem with the first approach is that their clients are missing out on all of the value that offline marketing has to offer. 

The problem with the second scenario is that the agency’s doing all of their message testing using the most expensive marketing methods. In a nutshell: offline marketing works, but it’s much cheaper to test online.

Unlike most marketing agencies, we use a Test And Learn tactic that begins with tuning messages online to find out what really works. Then, we take the winning messages and convert them into high-performing offline ads.

Our Diagnostic Approach Uncovers The Quick Wins

THE FIX:

We A/B Tested Online →

Digital marketing provides clear results at an inexpensive cost. This makes online advertising the perfect area to test out what messaging resonates with your target audience. We created several search ads and monitored their CTRs to find out which messages performed the best. 

We Tweaked and Tuned →

By continuously tuning our reliable ads and scrapping the weak performers, we ended up with a search ad campaign that got a great response from our target audience. The key messages that were proven to work online were now ready to be incorporated into our door hanger initiative.

We Took our Winning Messages Offline

Offline marketing is a valuable, but expensive tool. By using our ‘Darwinistic’ approach, we knew exactly what messages to include on our door hanger campaign. Instead of wasting money trying to determine effective messaging online, we saved our client’s time and money by looking online first.
Online marketing vs offline marketing

THE RESULTS:

5
Click-Through-Rate on Search Ads

New All-Time High In Monthly Leads

(during a pandemic)

Testing different messages online perfected an ad formula for our home services client. As a Toronto marketing company, we consider ourselves to be a “nonline” agency. There is no online versus offline marketing, it’s all part of the same marketing process. Each medium has its own strengths that can be utilized together to create the ultimate effective marketing strategy.

In fact, this particular print campaign was so successful during the spring, that a slightly modified version was brought back for the fall with similar results!

Offline Marketing vs Online Marketing

Having trouble with ad performance lately? Words are powerful, learn how to use them to your advantage.

A Word From Our Client

“The Marketing Garage has been incredible with getting our company out there. Our website looks amazing and we even had a client tell us that they hired us, specifically as our website was done very professionally. We are so thankful that we chose Bob & his team to take our company to the next level.”

Sara WarnerFounding Partner, Warner Roofing

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The Marketing Garage is an award-winning Toronto digital marketing agency that has extensive experience in cultivating effective digital marketing strategies. We help businesses in many different sectors across North America fix their digital marketing and branding. Our data-driven mix of SEO and digital marketing audits will give you the best results.