Case Study: Wallcovering Installers Association

Client: WIA

“I hope you are comfortable, because this is the part where I gush about how — after decades around this group — I get to say these assets are the most remarkable documents/sales pieces/education assets that we, as a group, have ever had. And “remarkable” does not do proper justice to your effort. 

I had to wistfully pause after reading the initial Max assets…to realize that for new prospects, this image will  be their impression of this organization–is beyond what we ever imagined.

It is as if you took an aging stage actress, drifting in her career, and with a little charm school polish, a few new head shots…you have revitalized everything to allow her to find that long misplaced true potential.”

~ Greg Laux

Challenge:
WIA is an international trade association for wallcovering installation professionals. There are some wallcovering and interior design competitors, but not many specific to installation. They have a small staff with no marketing support. The board had determined they have a 3% organic growth year over year. Over half, or 63% of their members are retiring in the next eight years. They have no content or thought leadership out in the market and no lead generation or recruitment strategy. They’ve given themselves a five year window to build a sustainable framework.

Our Solution:
We proposed full service Marketing Automation to help them build a sustainable framework to bridge the retention gap with recruitment strategies. We implemented automated personalized lead funnels, defined personas, and organized lead scoring components to gain insight into the sales cycle and easily create landing pages and email assets to put out into the market. We studied member’s LinkedIn profiles to determine a focused picture of personas to center our content strategy around. We researched, strategized, and wrote eBooks, assets, and implemented creative briefs to create lead magnets for our audience.

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Results:
With no benchmarks and no content to speak of we created three assets each for two personas to drive leads through a sales funnel at each stage of the buyer’s journey. In under 8 weeks we’ve produced nearly 40 leads and produced supplemental blogs, social posts, and contests to continue to drive the lead funnel engine.

Assets:
We determined a Max mid-level installer persona and a Nico new installer persona.

Max Persona:
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 Example Max Nurture Stage: Email + Landing Page + eBook
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Nico Persona:
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Example Nico Nurture Stage: Email + Landing Page + eBook
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We determined that we needed a wider net and set a budget. We decided Google Search and Instagram Ads were the best channels to focus our lead magnets on.
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We’ve  grown our audience organically 15% in 8 weeks with regular posts, engaging with our members, associate members, sharing contests, and like-audiences posts.
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We’re regularly posting blog content that we share and distribute across social weekly, while driving readers to lead magnets.
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