Ytong is quite a standout In the XELLA product range. Unfortunately for a lot of the wrong reasons. It is known as a white block for perimeter walls and a handy partition for interiors among the target group. Yet it offers so much more! And we needed to convince the Czech and Austrian builders that they needed to take their shot with Ytong. Quite the challenge that we had to overcome!
First, let’s take a small detour… into Austria!
Two countries, two building plans
In Austria, houses made of Ytong are not built as often as they are in Czechia. That’s why we first had to attract the attention and interest of the potential customers. How did we manage to beat the plan 5 times in terms of acquiring contacts? We’ve compiled the process and results into a separate case study for you.
The challenge
Ytong for sure is popular in the Czech republic, but our goal was to let everyone know that it’s not just a simple block but a comprehensive building system that offers many benefits. In addition, it comes with a free service package to facilitate the whole building process.
Our approach
Starting with the project
The goals the client came to us with included increasing leads and website traffic with the most important conversion being the “I want the best deal” form.
From the first glance the form gave quite the overwhelming impression with too much commitment needed from the customer. Getting more people to fill out and submit the form was a real challenge and a hurdle to overcome.
We set the goal rather conservatively in the first year, as we aimed to increase the number of visitors and the number of leads sent. We set out to increase traffic by at least 20% and the number of leads by at least 30%.
The path to achieving the set targets
In order to meet the client’s goals, it was our job to:
- To set up Google Analytics and campaign tracking correctly.
- Run PPC campaigns in search.
- Start with targeted display and video advertising to promote the brand.
- Develop social media and content.
- Prepare a quality landing page for a new product launch and start collecting leads.
- Develop a precise remarketing strategy to cover the entire funnel.
Do you also need to prepare a marketing strategy? We can handle everything from reformatting, to creative, to clear evaluation and reporting. Just get in touch.
The results
The numbers grew like a Ytong house
Although we struggled in the early days with the more complex approval process typical of large corporations, the positive results were evident very early on. The chosen strategy was a success, and we significantly exceeded the targets set according to the previous year-on-year development.