5 case studies from different industries

www.clydebroadcast.com – PPC & SEO / Social Campaign

Clyde Broadcast manufactures and installs analogue & digital audio equipment for the broadcast industry worldwide specialising in the design and supply of entire Radio Stations.

The Challenge…
As a successful company in the United Kingdom, Clyde wanted to expand its international customer base whilst continuing to market individual products within the UK.

What we did…
We developed 2 digital marketing strategies: Paid Advertising to promote their international offering and a Search Engine Optimisation campaign to promote individual product components within the UK.

Success –
6 months into the PPC campaign in partnership with Clyde, we refined the PPC strategy. This resulted in a 75% reduction to their Google Advertising spend per month whilst maintaining the level of quality leads received. The level of conversions resulting from this strategy has consistently impressed Clyde as they build their international reputation as a world class supplier of radio stations.

In autumn 2011, the internet marketing campaign played a central role in Clydebroadcast being awarded a contract to provide 20 commercial radio stations in one of the geographic regions targeted.

Client Verdict

Our experience with mash marketing has been incredibly helpful. Before working with Mash we made use of SEO and PPC to generate new leads with some success but with the huge range of possible options and continually changing technology we were never 100% sure we were doing the right thing. They implemented (and developed) a campaign that considerably reduced our costs, saved internal time and improved the quality of our responses. We now have a much greater confidence in our on-line and social marketing activity which  is now driving the perception of our business as the market leader in a number of our target export territories.

Brian Rowan
Director, Clydebroadcast
www.clydebroadcast.com

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www.lechardonvaldisere.com – PPC Campaign & SEO

‘Le Chardon Mountain Lodges’ is a collection of 5 luxurious catered ski chalets in the heart of Val d’Isere, France. This is 5 star ski accommodation booked because of their privacy, world class service and amenities.

The Challenge…

In 2009, the client’s paid advertising campaign was not providing the return on investment anticipated and their site was nowhere to be found on the major search engines for many relevant search terms around their product, e.g., “luxury chalet Val d’Isere”, “chalets in Val d’Isere”.

What We Did…

We researched their target market then re-structured the paid advertising campaign which dramatically increased their quality score and decreased the cost of each click. Within 2 months the new campaign had reduced the average cost per acquisition by 40% and reduced the Google advertising costs by £500 per month whilst maintaining visitor numbers to the site.

In parallel, we started a search engine optimisation programme that has achieved a page 1 ranking in Google for many relevant keywords increasing new visitors to the site by over 1000%.

Working in partnership with Le Chardon’s sales and marketing team we aim to build on this success during 2012 as a new marketing plan is implemented along with a website re-design.

Client verdict
From the outset Mash grasped exactly what was required and more importantly identified with and completely understood our business. Impressive results were achieved very quickly and the team continue to produce new ideas and initiatives to help drive our business forward.

Approachable, dedicated and results-driven, Le Chardon highly recommends Gail and the Mash Marketing team.

Sarah Fox
Head of Marketing
www.lechardonvaldisere.com

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www.jimsmowing.co.uk – PPC Campaign 

Jim’s Mowing, a gardening franchise, is quickly establishing itself as a leading gardening service provider in the UK with over 25 franchisees now in operation.

 The Objective…

As a franchise, Jim’s had 2 objectives, a) to add value for its franchisees by generating local leads and enquiries and b) to market its franchise opportunities to gardeners throughout the UK.

What We Did…

We developed 2 paid advertising campaigns, one for the franchisees and the other to promote franchise opportunities.  The campaign is very flexible in terms of what is offered to each local Jim and supports their individual business on a month by month basis.

Working in partnership with Jim’s regional managers, we have been able to expand the campaign to take advantage of gardening and maintenance opportunities throughout the year which has enabled franchisees to continue working outside the normal gardening calendar.

Within 2 months of starting this campaign visitor numbers had increased by over 2,000 per month with 10% of these leads converted into sales (on average).  Month on month the leads and work has increased and we are now at the point where we can measure year on year progress and the future looks bright with enquiries in May 2012 outstripping the 2011 campaign by just over 300%

Client verdict:

Mash-Marketing have proved to be very effective and efficient in significantly increasing the level of work and franchise enquiries. Effective in terms of the absolute numbers, and efficient in terms of only generating leads in the areas in which we operate. Overall, these campaigns have paid for themselves over and over again so the results speak for themselves, and Mash-Marketing.  

David Hughson,
Regional Manager,
www.jimsmowing.co.uk

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www.knockendarroch.co.uk – Local SEO

Knockendarroch House Hotel is a 4 Star Hotel in Pitlochry offering luxury accommodation in one of Scotland’s most popular tourist destinations.

The Challenge…
In March 2008, when we started to work with the hotel, its website was receiving very little traffic for core search terms such as “Hotel Pitlochry”, “Pitlochry Hotels” “Luxury hotel in Pitlochry” etc. The client knew they were missing out on enquiries because of this and wanted us to focus on these traffic drivers knowing that the hotel would convert users who did find them into guests.

What we did…
The optimisation campaign involved restructuring the website coding, creating relevant content for their target market and working on inbound links from local community organisations and niche industry websites. In under a year we had achieved a page 1 ranking for the targeted terms agreed which started to pay off in terms of rising website visitors.

Visitors finding the site using non-branded keywords increased from a handful per month at the start of the SEO campaign to over 600 per month within 9 months getting the campaign off to a great start.

Client verdict:
Gail and the team delivered exactly what I asked for – to come from nowhere to page 1 of Google rankings. The team were professional and friendly with excellent technical knowledge. I wouldn’t hesitate to recommend Mash-Marketing.

Liz Martin
Owner
www.knockendarroch.co.uk

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www.clarkmotorchoice.co.uk – SEO

Clark Motorchoice is a car and van leasing company that operates throughout the UK. They pride themselves on being able to offer a wide range of new and used vehicles at very competitive rates. When we worked with Clarks in 2008, they were an independent company, now they are part of the John Clark Group.

The challenge…

Little or no traffic was reaching the site through generic search terms relevant to car and van leasing.

What we did…

We modified the site so that it was more search engine friendly, added additional relevant content, built links to the site and embarked on a social networking campaign. In under 12 months we had dramatically increased visitors to the sit.

Initially less competitive phrases were targeted. However, as the campaign developed the competitive terms such as “used car leasing” stood out in terms of the traffic and enquiries that were delivered to the business. Visitors entering these search terms into Google increased from 10 at the start of the campaign to around 1,000 per month after 10 months and grew month on month throughout 2010.

Client verdict
Unfortunately, Selina Cargill who worked with us on the initial campaign does not work for Clark Motorchoice any longer so is unavailable to comment. However, it was great to note that even today, when I searched for “used car leasing” the clark motorchoice site (as part of the John Clark Group) remained the top entry on Google.