Digital turnkey
for apartment renovation
07 April 2022
One of our favorite cases. Complex and instructive.
Two managers organized an apartment repair service, while the quality was above average, due to friendly teams and personal control of the work by the owners. It is clear that this is not enough for digital. In fact, for the outside, for potential customers – everything was the same as for the rest. The advantages were typical, there was no uniqueness (except for the statement that our prices are the best, and the quality is sky-high *yawns*), there was no special benefit for customers either (yes, yes - free shipping, discount in building markets, cleaning after repairs *yawns again*).
Within the overheated niche, maximum competition, all these factors have become a real problem.
Our main idea is to make a brand and launch production.
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quality
which no one knows about -
brand
everything is like everyone else's -
serm
no customer support -
↓ digital
banal me.yandex. direct -
all at once
the desire to cover everything possible with a low budget
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partnership
we came up with an affiliate network
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brand
recognizable basis in digital
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media
business owners have become bloggers
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digital
everything is turnkey =)
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SERM
working with reputation: reviews, feedback, reviews
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uniqueness
they came up with something that no one has
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content
launched production
Not all of our ambitious plans have been implemented as we wanted. The result was the maximum, within the limits of possible resources. But it could have been done better.
By production. At the facilities, the situation was not as ideal as we assumed from the words of the founders. The foremen were poorly oriented in the task sequences, it was difficult to work with them on camera. Business owners who were supposed to become "faces" quickly lost interest (shooting is really a very difficult and nervous process), plus they turned out to be shy in front of cameras. As a result, it turned out to stand out from the gray mass of similar businesses, it turned out to warm up the audience, it turned out to increase the degree of trust in the brand, but the scale was not the same at all; the media didn't work out.
Otherwise, everything worked as it should. It is important to segment the audience, increase the reach of a more solvent audience.
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+ orders
the affiliate program works well -
2.2 receipt
more money -
trust
more customers -
expertise
Higher percentage of closing deals -
↑ digital
good budgets – good coverage
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