How we Helped a Custom Builder Raise Their Profile
Zak’s Building Group is a Saskatchewan-based, family-owned business that provides custom design-build construction for residential and commercial buildings. With a 20-year-old brand, Zak’s was well established and positioned in the marketplace. What proved difficult for Zak’s was communicating who they are and what they do efficiently and effectively over their four subsidiaries; Zak’s Agriculture, Zak’s Homes & Cottages, Zak’s Commercial and Zak’s Home Hardware (a retail Home Hardware franchise). Metric helped Zak’s harness their established brand power with the ultimate goal of fostering client loyalty and generating leads.
By completing a brand assessment, we helped Zak’s determine and define who their audiences were and how to position Zak’s in the marketplace, relative to the competition. We tied together their brand and competitive advantage, creating a bold, consistent and recognizable brand that consumers can trust.
By highlighting one consistent message across their four marketing entities, “Under One Roof” told a story true to their audience, and Zak’s was better able to clearly communicate who they are and what they do best. By developing a stronger brand identity, architecture and positioning, Zak’s now had a stage for their long-term sales and marketing initiatives.
Zak’s now needed a platform that would communicate their messaging. They wanted a better way to understand their customers' behaviours and to measure the effectiveness of their marketing efforts. For this purpose, Metric built a measurement plan and website that worked to clearly communicate each of the Zak’s Building Group divisions to the consumer, with the goal of increasing audience conversions.
Metric mapped out conversion paths to identify the audiences they were attracting, the type of content their users engaged with, the paths they travelled, the actions they took on the site and any barriers to conversion.
The new website enabled the Zak’s team to manage the entire customer journey from start to finish. By being able to create a customized user experience, the Zak’s team was able to generate meaningful and timely resources for their audience that fostered increased conversion rates. With the brand foundation set and website optimized for lead conversions, we set out to create campaigns for each line of business.
Metric created a lead-generation campaign with one theme in mind—aspiration. “Leaders in your Field” worked to highlight Zak’s competitive advantage, pointing clients and prospects to a one-stop shop where they could find all they might need for their agricultural storage needs, with quick quoting, fair pricing, excellent service, great communication and timely service. With images showcasing their products in market, Zak’s is now positioned as an industry leader who farmers aspire to work with.
As the first campaign in market, “Leaders in your Field” established the look and feel for the ads that followed, a subconscious and visual lead for other ads a consumer might come across. This search campaign was deemed the most successful, with a cost per lead of just over $20. Zak’s received 12 phone calls and 24 form submissions from this tactic in the first week alone.
The Zak’s Home & Cottages division focuses on custom-built, ready-to-move (RTM) residential homes for cottages, acreages and farms. Metric created a lead campaign with the goal of increasing “request for information” submissions, as well as foot traffic to the physical locations.
Once an ad was clicked, we remarketed to the user, following their entire journey to conversion. The display campaign converted at a high rate, with a cost per conversion of $190 for each call made. Based on the success of leads generated, the equivalent work generated from this campaign would pay for the entire Zak’s brand, website and digital work, three times over.
During the first six months of the campaign, we brought in more than 17,700 new users and ads were seen 3.79 million times. Our campaign ads have been directly attributed to 83 form submissions, 66 phone calls and counting.
Metric continues to work with Zak’s Building Group, driving leads to their website and promoting their brand to the Saskatchewan market. Metric is currently creating and bringing a renovation promotion to market, driving foot traffic to their store locations and funnelling online traffic to Zak's Home Hardware.