Case Study: A Tune-Up for Local Search
When kitchens need fixing, many Americans turn to one of 125 remodelers from Kitchen Tune-Up (KTU). But when the Aberdeen, S.D.-based company needed to overhaul its own digital marketing presence, it needed to do some serious searching for user-friendly local marketing refurbishing options.
Challenge: Increase sales and Web visibility
- Top-5 lead generator for participating franchisees
- 53% YOY increase in Web-generated leads for one franchisee
- No. 1 revenue-producing lead source in 2016 vs. No. 3 in 2015 for one franchisee
Franchisees already had a digital marketing option, but they weren’t using it because it required the kitchen remodelers “to be very involved on a pretty complex dashboard and manage the back end of the dashboard to really work to increase their exposure,” says KTU’s Marketing Director Sarah Eisenbeisz. “We found RevLocal when we were searching for a different, easier solution for our franchise locations.”
Hiring Granville, Ohio-based digital marketing agency RevLocal in January 2015 meant each franchise owner who opted in could take a hands-off approach to marketing, or dive straight into managing a new local website where traffic from Web ads and paid and organic search could land. (Terms like “kitchen refacing,” “restoring cabinets” and “cabinet doors” perform well.) Remodelers in the KTU network could also buy RevLocal review marketing and social content services.
Eisenbeisz says 39 percent more franchisees are using the digital marketing services vs. prior to 2015.
RevLocal helped one franchise owner who opted into the service in December 2015 increase his Web-generated leads by 53 percent year-over-year.
“The number of online leads I’ve received this year has been phenomenal,” said Marty Ceranec, a KTU franchise owner in Downers Grove, Ill.
He says after doing their research online, most of the prospects coming to him were “well-qualified.”
So now that online leads are his No. 1 revenue producer, Ceranec lowered his print advertising spend mid-year. Although he has a presence on the national site, kitchentuneup.com, Ceranec’s customers mainly find him via paid search clicks to kitchentuneup-downersgrove.com.
KTU is so happy with the remodel, it may add onto its partnership with the digital agency this year, Eisenbeisz says.