Case Study: Shifting Marketing Dollars to Search (Ecommerce)
Business Challenge
Labelmaster, established in 1967, is a developer and distributor of hazardous materials compliance products, including labels, forms and packaging. The company’s 40 years of experience in providing regulatory information and products for all transportation modes make it qualified as a total compliance resource.
When Labelmaster engaged with Point It their strongest revenue channels were direct sales and catalogues. At the time Labelmaster had little or no online presence. The goals were to increase sales through online revenue generated via their pre-existing ecommerce portal and to secure market share from online competitors.
Search Marketing Challenge
Labelmaster was very traditional regarding marketing strategies and had spent a majority of its marketing dollars on print and mailings. The market for hazardous material compliance signage was filled with competitors and the competition was stiff. Mature markets filled with competitors takes creative thinking to get the upper hand. They realized a need to get more involved in online advertising.
LabelMaster’s marketing budget was limited and they had aggressive sales goals to achieve in the upcoming year. Coupled with the fact that there was limited staff and resources to apply to online advertising a true need to find a partner arose.
Solution
Point It launched PPC programs on Google, Yahoo and MSN. Ad copy was immediately tested and retested to make sure that strong calls to action were driven directly to highlighted product offerings. Account architecture was changed to make it more product driven and, with such a mature market in a new medium, exhaustive keyword research was needed to find key drivers and enhance ad performance.
The Point It team became an extension of LabelMaster’s current marketing department. Point It ran all key functions of LabelMaster’s search marketing campaign so their employees could focus on what they do best.
Results
After partnering with Point It, LabelMaster saw incredible results within the first 6 months of the engagement. LabelMaster’s shopping cart value per online sale increased by over 10X and internet sales increased over 400%. As result of these dramatic improvements LabelMaster has changed their marketing focus, allocating more resources to the online channel. The success of the search marketing program has enabled LabelMaster to reduce costs in print, mail, overall marketing and operations. LabelMaster has also achieved more than a 6X return on their search marketing expenses.
