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the challenge

A local HVAC company tasked BCI Media with developing a digital marketing strategy to increase brand awareness and generate leads in the Louisville, KY market.

the solution

After reviewing their business goals, BCI Media created a digital marketing strategy to target homeowners within our client’s primary service area in Louisville. Through a combination of email acquisition marketing, programmatic display, and programmatic pre-roll, BCI Media was able to increase the market awareness of their offers and services as well as generate leads.

Tactics Used

email marketing

programmatic display

programmatic video

programmatic pre-roll

the results

In a quarterly evaluation, we found BCI Media drove over 6,900 users to our client’s website over the course of 60 days. We were the second top source of referral traffic during that time. Through our email acquisition campaign, we were able to drive over 3,700 users to their website. As a part of our digital marketing strategy, we leveraged a matchback to determine how many of their overall leads could be directly attributed to our email campaign. Based on the leads provided to us by our client, we established a matchback rate of 58.5%. This means more than half of the leads from the 60-day window could be directly attributed to our email campaign! By conducting a deeper analysis, we were able to calculate a cost per lead from our matched records. The total cost per lead equated to $15.23 which is significantly lower than the industry standard cost per lead of $250 to $300. Interested in learning how we can help increase your brand awareness and generate leads for your business? Message us!