If you’re a business with a niche household or construction product, this case study outlines exactly how you need to market to your audience – so read on!
Slab Culture is a premium bespoke concrete surfaces company based in Wodonga. Their intention for working with Tondo Digital was to monetise a massive database they had developed (7,500 architects and builders), but the campaign became so much more than that. With only $500 ad spend at our disposal, the results were staggering and, in the process, we uncovered an untapped consumer market that absolutely loved their product – opening brand new revenue opportunities for the future.
There were two elements to this project: An objection handling/lead generating Facebook campaign and a Messenger Bot competition.
$43,000 immediate sales
$130,000 quoted jobs
56 leads (for as low as $5.45 per lead)
11,000+ video views (3,939 paid for at $0.05 per view)
225 Messenger Subscribers
All of that for only $500 in ad spend. If you think your business could benefit from those kinds of results click here (opens in a new window).
this is how it all happened
Initially, Adam from Slab Culture came to us for answers. How do you monetise a spreadsheet filled with phone numbers and emails owned by the exact people you want to sell to? Databases like that are extremely useful in marketing, so we entered this project with enthusiasm.
The key way we would reach them is to import that database into Facebook Ads Manager – a function that we absolutely LOVE – Facebook then matches the emails and phone numbers with as many Facebook accounts as they can and creates an audience.
We knew the how, but not the what. What were we going to do to monetise them?
The first step was to outline the key elements of the business and to implement our marketing formula into the Slab Culture brand. If you don’t know what our formula is yet, just ask!
The three areas we covered in our initial 2-hour marketing transformation session were:
Tell a Story
With the information we collected in this session, we created a Personal Promise and Unique Mechanism that would both allow us to understand the target customers and to help them understand why they needed Slab Culture. Throughout the process, we uncovered the typical objections someone in this segment would have about SCs products – concrete surfaces.
what mattered to the database?
We decided the key goal of our campaign would be to handle the objections of this database. We knew what those objections were, so it was just a matter or creating content that addressed those points and to take the users on a journey, delivering that content as they went.
The intention was to use lead generation tactics, but this campaign was about something much more important – creating a shift in brand perception and product education. If we achieved both of these things, the sales would organically come.
the content (and how to make a free video look a million bucks)
Two types of content would be used to address the objections: a video and blog article.
The video addressed the versatility and strength of the product, while the article tackled the fact that structural cracks simply don’t occur with their specific type of concrete material – GFRC.
The article was an easy win. Adam wrote it, we styled it and published it on his site.
The video was a bit more involved. We didn’t want to break the bank with this one, so instead of using a legendary videographer, we simply got him to film the process of product development in his warehouse on his iPhone and to shoot us the clips.
The clips he sent were fantastic.
We cut them together using iMovie, overlayed a free stock music track and his narration and created a logo slide at the end. Simple stuff. To make the video even more effective on Facebook (which is where we were going to publish it), we changed it to a square video using an app called InShot.
[Sidenote] Square videos take up a whopping 78% more screen space when browsing Facebook on mobile, so using square videos are a MUST!
The idea was to take the users on a journey. They would be thrown into a funnel that had several steps leading to a lead generation form. Each step handled objections and qualified that user as a legitimate lead for Slab Culture.
The steps were:
Video (Versatility/Strength) > Article (Cracking) > Gallery (Aesthetics) > Lead Form
Something we love about the Facebook ads manager is its ability to retarget users based on engagement. So, to move users from step 1 to step 2, we created an audience based on users that watched 25% of the video we published on his page.
We advertised the video to the database he had, as well as some interest based audiences, and it absolutely exploded. The audience of viewers watching 25% kept growing and each of them was then delivered the Article ad (step 2).
Using the Facebook pixel on his website, we were able to retarget anyone who landed on the article page. Half of those users were shown a carousel gallery ad of his finished products that linked to a ClickFunnels landing page and the other half were delivered a Facebook lead form.
We covered all angles and it consistently generated leads every couple of days throughout the month.
The new shiny marketing toy we were playing with at Tondo Digital at the time was Messenger Bots, so once the funnel was set up and delivering, the idea was presented to create a Messenger Bot competition.
Adam agreed and mentioned he had a concrete hallstand that he wasn’t using that could be used as the giveaway. It was valued at $799 and represented his product perfectly, so the plan was put into action.
We created a post on his Facebook page promoting the competition and asked users to comment YES to enter the giveaway. Using ManyChat – a great Messenger Bot service – we would then subscribe those users to the companies database.
Just like an email database, Messenger databases are priceless.
Adam will be able to communicate with this database on Messenger in the future, much like MailChimp or AWeber works with email marketing.
The idea was to promote this competition to the database he owned already to further immerse them in the brand and to transition them from an email subscriber to a Messenger subscriber, but something happened when we posted the giveaway – regular consumers went absolutely nuts for the giveaway.
Turns out they LOVED Slab Culture products.
In the space of 24-hours we had 102 subscribers, 90% of which were consumers.
By the end of the competition, which was just over 2-weeks, we had 225. The final breakdown was 59 database and 166 consumer.
The next part was genius (if we don’t say so ourselves). A winner was chosen at random and told the good news then each of the 224 other people was awarded a runner-up prize and sent the below message via Manychat.
61% of the recipients (28%) clicked the CONFIRM PRIZE button which led to a ClickFunnels landing page. This page included a form for the user to enter their personal details.
So many users filled in this form immediately that the system we were using to notify us of the leads – Zapier – broke right away. We had to go into the backend manually to extract the leads and create a new way to be notified.
This campaign literally broke Zapier.
When all was said and done, this competition had created 46 runner-up leads in one day. Could your business benefit from 46 leads in one day?
[Sidenote] Messenger bots are no doubt the future of marketing. The engagement and click through you get is incredible and towers over the results you get from email marketing. If you haven’t already, go have a look at ManyChat.
By the end of the month, we had created 56 leads – 46 of which came in one day – resulting in $130k in quoted work and $43,000 in immediate sales. We’ll update this post as more sales come in.
The greatest thing about this campaign, though, is that it exposed the company to so many new faces and created long-term fans that will no doubt become customers in the future. It’s the long-term mindset of objection handling content and database building that will result in more sales down the track.