Case studies

Sealasash

Helping to turn a Tasmanian business National (and saving heritage windows in the process). This is why we love our job.

The client

Sealasash, founded in Hobart in 2011, repairs, restores, seals and upgrades old wooden windows to maintain a building’s heritage character while delivering modern comfort, improved energy efficiency, reduced external noise and windows that work better than ever.

Today, Sealasash operates across Australia, including a presence across Tasmania and in Melbourne, Perth and Sydney. All these locations present unique climatic variables and differing heritage opportunities and requirements.

Projects have ranged from national and world heritage listed sites through to everyday homes, from individual dwellings to large blocks of apartments and major public buildings.

The Brief

As Sealasash looked to consolidate in Tasmania and increase its interstate presence, there was a requirement to build awareness of the brand and the range of services it offered. The business also identified the opportunity to educate the market on the benefits of maintaining old heritage wooden windows (instead of replacing them) and highlight the more effective alternatives to double-glazing heritage timber windows.

Ultimately, the campaign sought to generate leads for the ‘on the ground’ staff to follow up and quote on.

Content strategies

The campaign material consisted predominantly of video-based advertising. These videos brought the Sealasash brand to life and demonstrated practical benefits such as external noise abatement. Video advertising content delivers 20 per cent more clicks and 1200 per cent more shares than text and image content.

The videos featured key elements proven to assist with social media video advertising engagement, including: static video headline to keep the brand offer top of mind as the video plays; video captions, to ensure engagement with people viewing the video without audio.

A range of videos were developed, highlighting various pain points and solutions that were relevant to key audience segments, including draughts, thermal efficiency, external noise and hard to open and close windows.

The videos aligned with blog articles on the Sealasash website, ensuring interested prospects were guided to further information on how Sealasash overcomes customer pain points. This positioned Sealasash as a thought leader in the sector.

Audience Segmentation

Sealasash’s customers have a wide range of demographic and psychographic profiles, meaning that a one-size-fits-all approach to their advertising wouldn’t work. Some of their customers have problems with draughts because of cold Tasmanian winters, while others have issues with noise because of their loud, big-city locations. More difficult still, some of Sealasash’s customers are responsible for renovations in old strata apartment buildings in affluent mainland suburbs who need to provide comprehensive information to 50+ other residents to have work approved, meaning that the marketing, sales, and communication requirements can be quite intense.

All of these audiences need vastly different information before making a purchase decision and some are easier to reach than others. This is where the beauty of digital advertising comes into play, allowing us to segment their different audience segments and deliver messaging that is relevant to their buyer profile. Being able to understand and define these audiences allows us to communicate with them at the right time, with the right content, and on the right channels. This ensures that the market is aware of the problems that are relevant to them and educated about the solutions that Sealasah can provide.

Key Performance Metrics

Throughout our time advertising for Sealasash we have generated (at least) 409 leads for the business. These leads have been tracked via Google Analytics and the Facebook pixel, as well as tracing attribution from completed website forms or calls arising from a Google ad.

There are further enquiries (calls via Facebook, messenger enquiries etc) that are not included in this number.

Having invested a total of $12,969.83 in digital media advertising spend, these high-intent enquiries have been generated for $31.71 per lead.
To assess the number of these enquiries (leads) that became jobs, we undertook a statistical review of the customer database to develop a conversion rate – i.e. the rate that enquiries become paying customers.

With a sample size of thousands of enquiries at our disposal, we estimated that the standard conversion rate is eight percent, meaning that one in 12 “leads” become a paying customer. (One in four leads become quotes and one in three quotes becomes paying customers).
Using the eight percent conversion rate and applying it to our conservative number of 409 leads, we estimate that our activity has resulted in 33 jobs for the client from Facebook and Google advertising.

As a high-ticket service, the customer also boasts an impressive $10,848.12 average sale value. When applying this number to our estimated 33 jobs, we project an estimated Return (revenue) of $357,987.96 from our marketing efforts (remembering that this is from only $12,969.83 spend).

This is an incredible Return On Ad Spend (ROAS) of $27.60, meaning that for every advertising dollar spent, the customer made $27.60 in revenue.