A Tailor-Made Marketing Initiative Delivers 9.4 Million Impressions

The Challenge

Having benefited for decades from a loyal distributor network, Edwards Garment had relied on traditional marketing and advertising techniques to reach its varied audiences. Printed catalogs and trade-show exhibits supplemented distributor network initiatives. New-business leads were recorded manually, as there was no Customer Relationship Management (CRM) system in place.

Amidst the digital marketing revolution, Edwards realized the playing field was changing quickly and its marketplace was shifting. With their traditional tactics becoming increasingly less effective, they knew they needed a button-up digital approach to keep their business thriving.

The Solution

To set Edwards Garment up for success in the digital marketplace, SSDM conducted competitive benchmarking research to reveal new opportunities for the company to grow its reach. We recommended a multi-channel marketing strategy including search, social, content and remarketing campaigns that highlighted their stylish designs and hassle-free ordering process.

As a result, potential customers were engaged at all stages of the buying cycle. We also conducted audience target research with the B2E or Business-to-Everyone approach, optimized their website and utilized analytics to track and report on new leads.

Campaign Objectives

Edwards asked us to design and execute a digital marketing pilot plan to help the company achieve specific campaign goals, including

• Grow overall brand awareness
• Secure new marketing qualified leads
• Gain insight into the length of their buyer cycle
• Reach targets more effectively
• Achieve better cost-per-click efficiency
• Lower cost-per-lead

Target Audience

Purchasing executives at the chosen verticals — casinos, hotels, restaurants and other general hospitality enterprises.

The Work Behind the Results

In-depth research gave us valuable insight into the four primary markets to focus on: casinos, hotels, restaurants and hospitality. We then developed dynamic content to speak to each of these industries via a landing page and a multi-channel advertising campaign.

SSDM determined that the best way to reach so many goal targets was to carefully monitor and manage prospects through the customer journey of awareness, action, engagement and conversion.

The pilot campaign was created using a multi-channel approach to hit each audience at different points on their buyer’s journey. Through dynamic media purchases, optimized for search, social, content and remarketing campaign tracks, we were able to reach and engage new prospects.

Delivering Quality and Measurable Outcomes

In this first-time, 120-day digital pilot campaign, lead tracking revealed industry sector preferences, and targeted messaging led to high engagements and ultimately over 100 conversions, defined by new contacts through form fills, phone calls and conversations with prospects.