April 10, 2018

By Intrigue

A Case Study: Bigelow Flooring

Bigelow Flooring first came to Intrigue in 2015. Their goal was to increase revenue and customer walk-in traffic — and, ultimately, be the go-to resource for homeowners for flooring in Guelph and the surrounding area.

At the time, Bigelow had already been in business for 10 years in PEI before they came to Guelph. When Bigelow came to us, they were looking for help with their digital marketing. They wanted to understand how people buy, how millennials buy, and how they could best meet the needs of customers digitally while building a business and a brand that still focused on their PEI roots and small town customer care.

Bigelow’s business approach is focused on customer service. They believe that you have to take care of people so they’ll become repeat customers and tell their friends about their great experience. 

To help Bigelow achieve their marketing goals, Intrigue developed and implemented holistic, lead-generation strategies including:

  • Website Development, with the creation of a new site
  • Google AdWords
  • Facebook Advertising
  • Blogging
  • Email Marketing
  • Video Advertising
  • eCommerce
  • Print Material

Boost Your Business with Targeted, Coordinated Advertising

Bigelow Flooring Social Post with a baby & a dog

Intrigue uses targeted Google AdWords and Facebook Advertising to drive new, engaged visitors to Bigelow’s website.

We write monthly blogs focusing on researched SEO keywords, and we create engaging, value-based content for current clients and new leads. These blogs are used in a email marketing strategy to engage their current clients and help Bigelow stay top-of-mind. The blogs are also a source of value-based content as they feature flooring tips and tricks — and this helps to showcase Bigelow Flooring as a thought leader in their industry.

Throughout their marketing campaign we focus the messaging on ‘People Taking Care of People’ in order to incorporate Bigelow’s PEI hometown family-feeling throughout their online presence. This feeling is felt by customers from their first click on the website to their visit at the store.      

eCommerce Changed The Game

When we first started working with Bigelow, they had thousands of flooring SCUs on their website which were largely out-of-date, and the process to update the information was tedious and unrealistic.

Intrigue helped them implement an online flooring catalogue, using eCommerce functions that didn’t require constant updating, and the enhanced functionality is now able to show examples of flooring and how it looks in a space.

Amazing Results

Google Analytics showing a large rise for Bigelow Flooring- Intrigue

Year-over-year, the results of the campaign have exceeded our expectations.

In 2017:

  • Leads from their website were up by 136%.
  • There had 146 quotes requested, 37 clicks on their phone number, and 46 clicks on email.
  • They had 5,217 clicks on their Google AdWords campaign, up from 1,623 in 2016.

2014-2015 compared to 2017-2018:

  • Traffic increased by 139%, from 11,030 website visits to 26,250 visits.
  • New visitors to their website increased by 138%.
  • The bounce rate decreased to 45%, which is below industry average.

Since working with Intrigue, Bigelow Flooring’s business revenue has increased dramatically.

The Future

Bigelow Flooring Owners with a quote about 'Grow Your Business'

We look forward to working with Bigelow Flooring in 2018 as we focus on:

  • Creating video content to showcase their team, store, and unique selling process.
  • Creating email automation by integrating their CRM system with an email marketing platform. This will allow automated emails to be sent to clients based on what stage they are at in their flooring installation process.
  • Creating an optimized, paid advertising campaign with Google AdWords, Google Display, and Facebook Advertising.

If you’re looking to boost your business, and want to build a lead generation system that will work year-over-year, give us a call!

Intrigue is a Canadian digital marketing company delivering solutions to help businesses get noticed and found. Guided by a commitment to empower leaders to strengthen communities, Intrigue offers website design and development, branding, online advertising, content marketing, graphic design, video production, SEO, and analytics. Take your marketing to the next level and Get Noticed. Get Found.® intrigueme.ca

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