Enhancing Local Digital Presence
PHANTOM SCREENS
Phantom Screens Okanagan is the Authorized Distributor for Phantom Screens and is based in Kelowna, BC. They create beautiful living spaces throughout the BC Interior which are protected from insects and allow you to enjoy your patios and decks for three seasons of the year. Phantom Screens Okanagan isn’t just about selling great retractable screens, they are about their unparalleled customer service.
From measure up to estimate, installation and service, they go the extra mile to keep their customers happy. Phantom Screens (BC Interior) is firmly rooted in the community and believes all members of the BC interior should be optimizing their outdoor living space by installing Phantom Screens.
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GET LEADS IN A GLOBAL PANDEMIC
Phantom Screens Okanagan had relied on traditional marketing including radio, television, and print ads only. They had dabbled in digital marketing strategies but most of their efforts remained in traditional marketing. They were looking to grow their presence and take advantage of online digital marketing but needed expert advice in doing so.
Over 3 years Phantom has shifted its marketing mix from 90% traditional 10% digital to an even 50/50 split. This has led to a massive increase in their lead generation.
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CHALLENGES
Traditional marketing was working, although it was seeing diminishing returns. Phantom understood their need to dive into digital marketing in order to take their business to the next level and stay ahead of the competition.
Their online presence was overall lacking and they were hoping with ad campaigns and assistance in SEO, we could help elevate their initiatives.
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APPROACH
Initially, we began the process of learning what Phantom Screens Okanagan needed by doing an audit of their current online presence including keyword research and competitor research. This allowed us to obtain insights as to what was and was not working and where we needed to focus. We identified the target audience and target locations and began the work.
Our focus was to ensure that our online marketing efforts were showing a strong ROI so we set up conversion tracking and monthly reporting to review the impact of the marketing efforts. This allowed the team and Phantom to understand the entire picture of our initiatives and campaigns in place.
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ingredients
UNDERSTANDING THE AUDIENCE
KEY MESSAGING
VIDEO CREATIONS
PAID DIGITAL MARKETING
the numbers
Measurements & Metrics
Over all, our efforts into their increased online presence through digital ad campaigns grew their lead generation by 110%. With a conversion rate surpassing 300% and cost per lead 34% less than it was.
PAY-PER-CLICK ADVERTISING
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We did a complete reconstruction of the ad account, overhauling search advertising targeting, bid strategy, and placements which resulted in vast improvements across the entire account, increasing lead traffic to Our McKinley Beach by 10%.
results 2020-2021
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Total Ad Spend:
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Highlights
- Substantial Year over Year growth
- Lead Generation outpaced Installation times
- Able to reduce traditional marketing spends and shift into digital
Conclusion
Working alongside Phantom has been incredibly rewarding. Their original baseline numbers provided us with information on what more we could be doing for them. With their overall online presence elevated and their conversion rate surpassing 300%, we could not be happier with the results. Our digital ad campaigns have allowed them to increase lead generation by 110% and have allowed them to expand their business even throughout a Pandemic. We are excited about their continued growth as a local business.
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