Building a Marketing Machine for a National Sign Manufacturer
The Challenge: Ad Vice Studios designs and builds signage for clients across the United States. While the company can create a variety of signage, the majority of their work focuses on a single product (large outdoor pylon signs) in a single vertical (shopping centers). Ad Vice's tradeshow/conference attendance is only generating brand awareness with a small segment of their target audience. They need to start introducing the company to more prospects, especially from the younger generation of property managers who are more likely to use the internet for vendor research and purchasing.
The Solution: Pinch Hit Partners consultant Mark Cipolletti now serves as the company's fractional Chief Marketing Officer (CMO). Mark launched a new website and inbound marketing program featuring content such as blog posts and downloadable offers like a Signage Pricing Guide and Tenant Signage Criteria Checklist. Mark also implemented a marketing automation and sales CRM platform, Hatchbuck, to integrate the company's new marketing program with its sales function. Hatchbuck collects website leads and automates emails, campaigns and sales tasks that would have been done manually in the past.
"Our goal was to build a marketing machine that engages the target audience when and how it's most convenient for them. We really had to start from scratch to build a solid foundation with a new website and marketing platforms like Hatchbuck. Now we're focused on search engine optimizing the website and developing more content for the prospects and clients to use." -- Mark Cipolletti
The Result: Ad Vice's website is now ranking #1 for several important keywords. Website users have increased over 5,700% since last year and leads are now being generated on a regular basis. We're now exploring new products and new verticals that make the most sense for Ad Vice.
The Reaction: "Mark has shown me alternative and modern marketing ideas which I didn't previously have. It's been enlightening. I look forward to many more positive marketing plans." – David Goodwin, Ad Vice Studios
About Pinch Hit Partners Pinch Hit Partners is a Richmond, VA-based company that’s disrupting how marketing gets done for small and medium-sized companies by providing them with a cost-effective alternative to hiring their own marketing team or contracting with an expensive full-service creative agency.
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