How clever marketing can heat up your sales

Looking for ways to boost your sales? With the right marketing strategy, you can achieve just about anything. Like setting up a successful lead marketing machine, based on a clear understanding of your audience, their needs and their interests. Get inspired by the way we increased the direct sales of our Cold Storage Solutions, and see first-hand how we help you reach a new audience. 

Three steps to success

How can you engage a new audience with an offer they can’t refuse? In just three simple steps, your lead marketing machine is ready to deliver the best results.

• Step 1: Clearly define your goal. What results are you aiming for?
• Step 2: Identify your audience, based on the benefits and specifications of your products.
• Step 3: Target your audience with dedicated assets and start pulling in leads.

Let’s dive into the action. Here’s how we set up our lead campaign for Cold Storage Solutions.

The goal: targeted audience, more sales

Extend our offer on cold storage solutions to new audience segments, and increase direct sales of SuperFreezer and SuperChiller units. Our goal for this campaign was clear, concise and challenging. 

Ambitious goals deserve ambitious concepts. So we came up with one powerful claim, brought together in one engaging concept, highlighting the 3 USPs of our Cold Storage Solutions:

Your storage hero, protecting your vital goods with unmatched freezing capacity.

• Adaptable: a customizable solution
• Efficient: plug and play technology
• Reliable: worry-free protection

The audience: Pharma, Seafood, R&D

After we got our story straight, we needed to define our target audience. Who were those new audience segments, waiting to be amazed by our cold storage solutions? 

Based on the benefits of our products and their potential, we focused on various industry applications:

• Pharmaceuticals
• Seafood
• Food ingredients
• Research & Development (R&D)
• Electronics
• Chemical additives

Our first priority was to target of R&D, seafood and pharmaceutical profiles. For this, we created dedicated landing pages.

The targeting tactics: lead capturing

So let’s start pulling in those leads? Sure, but first we have to bring them to our Cold Storage Solutions website, turning them from a diverse industry audience into Marketing Qualified Leads.

To make that happen, we launched a dedicated campaign on LinkedIn and Google Adwords, targeted on our main audience.

All the traffic from these campaigns went straight to industry-specific landing pages featuring high-converting copy and visuals. With relevant information and clear calls-to-action, we captured those leads and got them in touch with their local ultra-cold storage hero. From there, it was up to them to seal the deal.

The results: higher engagement

Curious about the results? Of course you are - we were too. The numbers speak for themselves. In about one year, our lead campaign generated:

Considering the relatively low brand awareness of our cold storage solutions in the new market segments, these results provide a solid ground for further improvement. That’s why we keep tracking and measuring the effectiveness of our campaign, learning and improving along the way.