Kyle/Daniel RaisingConsulting
$50,111.71 worth of painting contracts in 14 days. Without spending a dollar…
Case Study
BACKGROUND AND HISTORY:
Nail City Painting was founded by passionate entrepreneur, Kyle Kinkead. Kyle established the company in 2020.
Nail City Painting began as a one-man show with a passion for renewing historic, local structures. Now with multiple in-house trained crews, NCP tackles dozens of historic structures and facades in the area. And they have had the opportunity to deliver various painting services for hundreds of residents in Wheeling. Their professional service delivery, excellent customer service, full-service offerings, and affordable prices have always allowed NCP to deliver a premium service. It doesn't matter if your house was built in 1950 or 2023 NCP always delivers.
Back in the day, there was much less noise and competition in the marketplace and clients would roll in through referrals alone. Calendars were fully booked, estimates would be given out daily, and business was booming.
Over the years, the residential painting industry continued to evolve, new competition started popping up like weeds, and the marketplace became noisier.
This compounded by the effect of the current rise of high inflation rates, caused it be a low season. Up until this point, it was okay for NCP to rely on founder Kyle NCP’s brand and the ongoing referrals, but afterwards, it became evident that NCP needed to adapt its marketing efforts to meet and exceed the evolving painting industry.
This left NCP owner Kyle Kinkead in a tough spot. It was no longer feasible for them to wait for people to come to them.
Kyle, like many entrepreneurs, thought he had to execute every task himself in order to grow his business.
So they wrote email campaigns, answered the phone, took consultations, posted to social media, managed the finances, and more. Their hard work was good for NCP, but under the surface there were problems…
The only marketing they had was a suboptimal Google Campaign. And a Facebook ads campaign where the marketing agency fumbled the ball and wasted thousands of dollars for barely any results.
-They struggled to book contracts. 😫
-They did not have enough time to effectively allocate to marketing NCP.⏱
-They feared their competitor’s increasing market share.😟
-They felt overwhelmed with the number of tasks they had to do. 😵
-They were working hard 24/7 and barely got any rest. ☠️
Even though business was good by most people's standards, it did not meet his ambitions. Because of this, he was willing to try something new.
He came to the realization that he needed help.
Kyle got in contact with Raising Consulting after the Raising Consulting team did some outbound prospecting since we had some capacity for new clientele.
Shortly after reaching out, Raising Consulting set up a consultation with NCP and it became clear that:
-NCP needed to maximize the leads they currently had in their database. ❌
-NCP was despite their efforts not effectively generating new contracts. ❌
-NCP owner lacked time to execute. ❌
With this in mind, NCP collaborated with Raising Consulting to create an effective marketing campaign to solve these issues. Here is what we came up with:
PROVEN OFFER CREATION:
Marketing is actually very simple. All you have to do is create an offer and then share that offer with people. However, just because it is simple, that doesn’t mean it is easy.
In order to get people to schedule for NCP, we had to give people a reason to show up. In order to give people a reason to show up, we had to create an offer. But not just any offer…
It had to be an offer prospects couldn't say no to, one that came without risk, and most importantly, one that NCP could deliver on.
NCP’s current offer, like most, was to "book a free estimate". Although the core offer was sufficient, the way it was presented was too weak to generate consistent results.
So, the first task Raising Consulting had was to create a new offer for NCP. Here’s what we did:
- We kept the ‘’Book A Free Estimate’’ core offer.
- We added more freebies to the offer ‘’& A Free Color Consultation’’
-We added a discount, while still keeping the client profitable.
-We hyper-targeted people who were familiar with the brand.
-We added simple but functional scarcity to the messaging “We have a few leftover vouchers’’.
Now that we had our offer made, it was time to share it with people. Here is how we did that:
DR CAMPAIGN:
Our database reactivation campaign was set up to get going. However, we didn’t want to just get things going, we wanted to accelerate NCP’s marketing.
Every day Instagram and Facebook are becoming more and more of a "pay to play" platform. Which is fine, you just have to adapt to the game.
The objective was to engage and re-engage with inactive customers, build relationships, and ultimately convert them into loyal customers. Without having to pay Mark Zuckerberg or Google a dime. Here is what we did:
-Set up a highly responsive text reactivation campaign without wasting money paying for ads.
-Clean up and manage the database list.
-Cycle our top-performing nurture campaigns and follow-up sequences.
-Keep the brand top of mind and maintain positive relationships with its customers.
After we started executing this plan things really started picking up. Kyle received signed contracts left and right, the messages received very positive feedback, and Kyle and his team were once again able to focus their time on what they do best!
‘’We did get a pretty good hit rate on the campaign, we managed to get thousands of dollars booked from that campaign. I would recommend him for anything related to that!’’
MANAGING MESSAGES AND SETTING APPOINTMENTS:
As NCP’s opt-in rate began to grow, it became critical to maintain those positive relationships and make sure the leads had the highest chance of converting into actual booked contracts. If you get in touch with the lead within 5 min you have a 300-400% higher chance to convert than if you wait for 15min or longer.
And Kyle like most business owners has a pretty hectic schedule and was not able to answer the leads within the 5 min timeframe. So Raising Consulting had the task to manage the messages. The purpose was to make them feel comfortable about making a micro commitment. Here’s what we did:
-Responded to new messages.
-Kept engaging conversation with the leads.
-Set appointments directly into NCP’s calendar.
-Business and customer relationship management.
-Directed important messages to Kyle.
NURTURE AND FOLLOWUP CAMPAIGNS:
In order to launch the database reactivation campaign other campaigns had to be in place for it to work. What we needed were nurture and follow-up campaigns to give the customers the highest chances of converting into actual approved contracts. We created a series of automated text messages that were sent to customers who had responded to the reactivation campaign.✅
Here's what we did:
-Created a Dr offer campaign.
-Created a Dr lead nurture campaign.
-Created a Confirmation + Reminders campaign.
-Created a Cancellation + Rebooking campaign.
-Created a No Show Rebooking campaign.
The follow-up campaign provided an opportunity to engage with the customer on a more personal level, gather feedback, and address any issues or concerns the customer may have had.
The nurture campaign helped establish NCP as an authority in the industry and build trust with the customer. It also kept the customer top of mind, insuring that the customer would think of them when they needed painting services in the future.
By engaging with customers on a personal level and providing value, NCP was able to establish trust and loyalty, resulting in increased revenue and customer retention.
THE RESULTS:
Within the first 3 hours of launch of the campaign, NCP had already received 6 booked appointments with highly qualified ''Ready to buy'' leads.
TOTAL OPTINS AND QUAlIFIED LEADS GENERATED WITHIN 14 DAYS:
Leads: 44
Cost per lead: $0
TOTAL APPOINTMENTS SET WITHIN 14 DAYS:
APPOINTMENTS SET: 24
✅Revenue created in 14 days $50,111.71
✅Total Bookings: 8
✅Money wasted on ads: $0
We have many more screenshots available but you get the point.
And that is how NCP and Raising Consulting worked together to create new marketing results that we are in control of for the established NCP brand.
If you would like to work with Raising Consulting to generate leads, set appointments on autopilot, get more booked contracts, and create marketing systems you can rely on just like Kyle did, schedule a free consultation today and we will take you through the same process to achieve YOUR goals.
*Please note, our services are NOT AVAILABLE to painting businesses, remodeling companies, and independent contractors operating out of the same city as our current clients.
SCHEDULE A CONSULTATION TO GET STARTED!
© 2022 RaisingConsulting.com. All rights reserved.
Free Uplevel
Consulting Demo
