Vehicle Service Group (VSG), a manufacturer of vehicle servicing products, was facing uncertainty in the early days of the COVID-19 pandemic. They were looking to generate new leads from prospective customers and nurture those relationships in preparation for rebounding business. For this campaign, they chose to focus on their Rotary brand line of heavy-duty mobile column lifts.
Our strategy for reaching this niche audience consisted of a broad mix of digital marketing tactics, all designed to push prospects to a landing page. Messaging appealed to the needs of shop owners and mechanics, and tactics included prospecting emails, trade publication advertising, website visitor retargeting, and SEM. Our ultimate goal was to get form fills, but knowing that products of this nature have a long sales cycle, we also included several other CTAs on the page to encourage audience engagement. The campaign was a huge success and ultimately tripled the number of leads we originally projected.