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Managing lead generation and customer referral for a leading hot tub retailer
Ambition
Established in 2003, Just Hot Tubs has been providing customers with first class hot tub sales and service for two decades. The business has grown steadily in that time, now operating from three showroom locations in Exeter, Plymouth and Reading.
Just Hot Tubs prides itself on their ability to help customers throughout the purchasing journey, and providing after-sales support. From selecting a model, to delivery and installation, to after-care, the Just hot Tubs Team is passionate about customer support. They love hot tubs so much that most of the people working there have their own spas at home!
The challenge
With long periods of lockdowns, we helped Just Hot Tubs shift their business model from relying entirely on their in-person showrooms to promoting and selling directly from their website with contactless sales and delivery processes in place. By operating more online we were able to help them reach extended geographies and more customers.
Bringing together a lifestyle shoot for photo and video, including 7 models and heating a hot tub is always a challenge in itself, but shooting in 2020 brings additional challenges due to COVID restrictions placed on everyone. We put extra plans and precautions in place to ensure we were able to successfully go ahead with the shoot whilst adhering to the latest Government guidelines.
Action
We were responsible for increasing brand awareness and hot tub leads through a sustained Facebook advertising campaign. To do this, we first ensured that the Pixel events were relevant and running correctly alongside the website leads goals. We then built a number of custom audiences based on different data sources to target people most similar to Just Hot Tub's existing customers. We then layered this with geo- and interest- targeting to hone in on the most likely people to action the adverts.
For photography, we developed a plan with the client for capturing the hot tub lifestyle during the colder months. We were responsible for managing and producing the shoot, from writing the creative briefs, sourcing and booking the location and models to managing the props and the team to ensure the smooth running of the day.
Photography & Videography
Working closely with the client we developed a plan for capturing the hot tub lifestyle during the colder months.
We were responsible for managing and producing the whole shoot, from writing the creative briefs, sourcing and booking the location and models to managing the props and the team on the day - guiding the photographer and videographer to capture the moments that we needed.
Bringing together a lifestyle shoot for photo and video, including 7 models and heating a hot tub is always a challenge in itself, but shooting in 2020 brings additional challenges due to COVID restrictions placed on everyone.
We put extra plans and precautions in place to ensure we were able to successfully go ahead with the shoot whilst adhering to the latest Government guidelines.
What did we achieve?
A suite of 200+ beautiful still lifestyle images and a bank of mini video clips perfect for engaging people online and through social media advertising.
This content will help Just Hot Tubs position their brand all-year round and help people discover the "hot tub lifestyle" in the Winter months as well as in the Summer. Seasonality is a factor in most industries but particularly so with hot tubs, however we have helped Just Hot Tubs to create some content and messaging which inspires people to use a hot tub all year round. After all, its a "hot" tub and wouldn't it be amazing to jump into one under the stairs on a frosty evening in January..?
This content will be used and managed by Altum Media across a number of channels including;
- Website
- Social Media - organic and for advertising
- Print media such as brochures, flyers and banner stands
- Email Marketing - for automated customer on-boarding emails, new lead generation, drop-off
- Lead generation - via third-party sites or on their own website
Get in touch with us to learn how we can manage your next photography brief.
Result
Through a combination of new inspirational content, Facebook and Google Adwords campaigns, the client saw a huge uplift in leads;
- With higher lead conversion and hot tub sales - so much so that they had to overcome some stock challenges!
- Ads were generating approximately a 40x Return On Ad Spend (ROAS)
- 300% year-on-year sales increase
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