The Client
Action Plumbing Heating Air & Electric are your go-to contractors in the Greater Salt Lake area. Quick responses, and 24-hour emergency services set them apart.
The Problem
Action had been doing limited advertising and it showed. The once prominent brand was slipping out of the public consciousness and in-bound calls were dwindling. Without advertising, all the brand equity was drying up as fast as when you shut off your spigot.
The Opportunity
Since Action had been a well known brand before, we could get them there again. The trick is how to do this effectively since media uses have changed dramatically in the past few years? Plus, many new homeowners have recently come to the State and don’t know the brand.
The Concept
What if we let data drive the campaigns and track what’s most effective so they can do more of that? Plus, let’s make the brand stand out from anything else in the market—distinctive colors, fun brand characters, and great deals that open up the doors. The result included: improved sales during peak months, decreased abandoned calls, and we decreased the cost per digital lead by 91%. See more results below.
