REPOSITIONING A BRAND BY REDEFINING ITS CATEGORY.
Maytag Commercial Laundry was struggling to differentiate itself in the saturated laundromat marketplace. To revitalize this venerable brand, we dug deep into the data of the category and uncovered an incredible insight. Nearly all manufacturers were basing their sales strategies on the needs of the biggest laundromats in the nation. However, nearly 60% of laundromats were actually much smaller and had very different needs. The more data we gathered, the more we realized that commercial laundry’s most ignored audience provided its most sales potential.
Once we uncovered this new audience opportunity, we dug deep to determine how Maytag Commercial Laundry could best its needs.
CREATING A NEW CATEGORY.
We commissioned research to identify the behaviors and trends of this ignored audience segment. We learned that the majority of these smaller laundromat owners kept aging washers and dryers much longer than what made financial sense. Data showed that if they replaced these machines sooner, the ROI far outweighed the purchase price. This idea of proactive replacement exposed a new category with a market opportunity worth $500 million. So we repositioned Maytag as the “replacement” brand, then built personas and buyer journeys to inform a full-funnel demand generation campaign that brought the revitalized brand to market.
Our comprehensive full-funnel campaign ensured a consistent brand experience from top-of-funnel advertising to lower-funnel channel sales enablement.
PRINT ADS
DIGITAL & SOCIAL ADS
INFOGRAPHICS
SALES MATERIALS
CAPTURING THE NEW AUDIENCE.
Using sophisticated marketing automation workflows, we mapped the campaign content to the buyer journeys. Everything flowed to a campaign-specific, conversion-rich website built specifically to capture and nurture leads. All data was fed into a custom-built metrics dashboard, which allowed us to optimize the performance of the campaign in real-time.
RESULTS
Within the first quarter of the campaign launch, the campaign-specific website conversion rate was already an astounding 280% above goal.
Our lead qualification and nurture efforts resulted in 85% of marketing-qualified leads quickly converting to sales-qualified leads that were ready for distributor contact.
Forty percent of prospects that entered the campaign funnel converted to marketing-qualified leads, more than double the campaign goal.