Corecentrix Business Solutions

Bins N Beyond - Advertisement

Client Overview: Business Name: Bins N Beyond Service Areas: Palmyra, Lebanon, Hummelstown, Middletown, Hershey, Harrisburg, PA Business Niche: Dumpster Rental Service Provider Project Overview: Bins N Beyond, a dumpster rental service provider, engaged Corecentrix Business Solutions with the goal of establishing themselves as a recognized brand in their local serving areas. The challenge was to compete with large budget competitors who dominated the digital market space. With a limited budget, it was essential to craft a strategic and effective marketing approach to position Bins N Beyond successfully against these larger players. Client Requirements: Brand Establishment in Local Markets: Make Bins N Beyond a prominent brand in their service areas despite the presence of larger competitors. Effective Marketing Strategy: Develop a strategy that maximizes ROI with a limited budget while competing with established brands offering a wider range of dumpster types and sizes. Optimize Website and Landing Pages: Enhance the website and landing pages with strong brand credibility elements and unique selling features to improve conversions. Implement Online Purchase Campaigns: Set up campaigns that promote flat rates and unique selling features to drive online purchases, even with limited product offerings. Challenges: Competing with Large Budget Brands: Larger competitors had the advantage of offering multiple dumpster sizes and types, making it difficult to attract customers with a limited offering. Low Budget Constraints: The client’s limited budget required careful allocation and strategic planning to ensure maximum ROI. High CPC for Call Ads Campaign: The competitive market trends led to a high cost per click (CPC) for call ads, making it challenging to generate leads cost-effectively. Strategy & Implementation: 1. In-Depth Market Research: Conducted thorough research to analyze the marketing approaches and strategies used by competitors. Identified key strengths and weaknesses in their campaigns to build a more effective marketing plan for Bins N Beyond. 2. Website and Landing Page Optimization: Enhanced the website and landing pages with strong brand credibility elements and highlighted the unique selling features. Focused on optimizing these pages to increase conversion rates, particularly given the limited dumpster options. 3. Online Purchase Campaign Setup: Developed campaigns with flat rates and unique selling propositions to attract customers despite the limited product range. This approach made the website more appealing and converting, setting the stage for successful campaign launches. 4. Search Ads Campaign: Launched a low-budget search ads campaign, with conversion tracking set up for purchases, phone calls, and form submissions. Remarketing tags were implemented to create remarketing audiences for future campaigns. 5. Localized Approach with Separate Landing Pages: Created different landing pages for each city and set up separate ad groups for each location to enhance the local targeting strategy. To stay within budget, all locations were merged into a single campaign, which saved ad spend while still generating leads at a lower cost. 6. Performance Max Campaign: After the first month of gathering data and optimizing the search ads campaign, we tested a call ads campaign, but the high CPC made it unsustainable. Transitioned to a Performance Max campaign, which proved to be more profitable and effective, significantly contributing to the branding efforts. Conclusion: Corecentrix Business Solutions successfully developed and executed an effective marketing strategy for Bins N Beyond, transforming them into a recognized brand within their service areas. Through in-depth market research, website optimization, and strategic campaign management, we were able to overcome budget constraints and fierce competition to deliver outstanding results. The shift to a Performance Max campaign was a key turning point, solidifying Bins N Beyond’s brand presence and driving increased profitability.