How did we help a painting company to increase revenue by 235% in 5 months?
By asking one simple question: “How often do most people paint their houses?”
Maybe once a decade? I know my parents definitely waited more than a decade to repaint the interior of our home. To them, and most homeowners, they see it as an expense that doesn’t bring in corresponding returns.
Unlike purchasing other household appliances like a dishwasher, or a robot vacuum that cleans your house while you’re at work, most people don’t see the benefits of repainting their homes.
The little robot in question. It’s a lifesaver, especially if you have pets.
Repainting houses usually only happen when the homeowner wants to sell their house, or the entire house looks worse than a haunted house. And even then, they look at the tins of paint and all their furniture, and postpone the decision to the next holiday.
Thus, we had to help an industry with a low and infrequent demand ramp up their sales numbers, which lead to the question “How often do most people paint their houses?”.
From that one simple question, we uncovered other concerns that customers usually have, which included:
– When do people paint their houses?
– What is their number one concern about painting?
– How much does painting cost?
– Is the workmanship under warranty?
By asking those questions, we find out the emotions people have towards their most expensive possession (and let’s face it, in Singapore where HDBs start from $300K to over a million dollars, we’re all proud of our homes) and how to leverage on that emotion to initiate a buying impulse.
Back to our client’s project.
They are a company which specialised in painting, and have done projects for commercial buildings such as CHIJMES, hospitals, schools as well as for private properties from landed homes to HDB apartments.
However, majority of their leads came via referrals from the commercial projects that they’ve done, and they wanted to increase the number of projects of private homes and HDBs that they have.
After going through their requirements, we found out that homeowners in Singapore are growing increasingly proud of their home, and want their homes to look the best that it can. Other concerns that they have are costs, as well as workmanship.
We put our copywriting skills to the test, creating a landing page to show the customers testimonials of other happy homeowners. This lead to more happy testimonials from other clients, and they were directed to other digital assets. New customers and leads who were interested saw those testimonials and trusted our client.
On display was also the talents of our client’s painting crew, with unique design that homeowners were proud to showcase. With a strong warranty, and loads of happy testimonials, new customers were happy to sign up for painting packages.
At the end of the day, we helped our client to increase his revenue by more than 2 times!
Asking questions may be one of the most important thing done by your marketing team. Assumptions about the market (even though we may think we know it well) can be fatal to a marketing campaign. Of course, we will always have our opinions and assumptions, but we should always question them.
Do you need a rethink of your digital marketing strategy or are you in need of more leads? Drop us a note and we can meet you for coffee to share more.
