Being Responsive in The Pandemic Pays Off
Client:
MAH Covid
For nearly a century, Mahaffey USA has supplied temporary structures for events, warehousing, basecamps, airplane hangars and interim facilities of all sizes, levels of security and comfort needs. Mahaffey’s fabric-structure solutions have become a go-to alternative to brick-and-mortar buildings when new or expanded space is needed, with clients ranging in diversity from manufacturers to construction companies to firehouses and municipal school districts.
T H E C H A L L E N G E
Like many companies, during COVID, our client experienced a lull in inbound traffic and leads. The charge: grow share during this time of economic uncertainty when competitors were taking a largely defensive posture.
T H E D R E A M
Simply put, Mahaffey wanted to come out of the 2020 pandemic on top.
T H E S T R A T E G Y
Rapid-Fire Lead Gen Campaigns
Mahaffey created two new uses for their structures that aligned with the unique needs of their customers during the pandemic, and our team rapidly launched aggressive awareness-building and lead-gen campaigns. Both campaigns featured a dedicated landing page, new PPC campaign, LinkedIn advertising, and email campaign with marketing automation workflows designed for sales efficiency.
Also, knowing we needed to be extra conservative with every dollar invested, we restructured the brand’s regular PPC campaigns to identify and hyper-target the market segments that were still buying.
T H E R E S U L T S
Campaigns for the two new products began launching within one day of our collaborative workshop with our clients. The first took just eight hours to go live. Within the first few days, we had generated 20 leads, 60% of which were sales qualified.
The second campaign went live within three days, and in the first week we generated 154 leads of which 55% were sales qualified.
While all of those campaigns were running, our PPC optimizations resulted in an 81% increase in leads and a 28% decrease in cost per lead.
