VPG x Cricket Campaign Case Study

Situation:

At VPG, the retail security company only had 4 salespeople responsible for obtaining clients for a 15 million dollar-a-year company. While they were focused on capturing larger corporate clients such as T-Mobile, Samsung, and Google, many of the smaller prospects such as independent Cricket retailers were not getting the attention needed to convert them into clients.

Task:

VPG’s Vice President of Sales & Marketing tasked me to contact the smaller prospects with the objectives of scheduling a consultation with a member of the sales team so the prospect will join VPG’s Piliot program to test its products in their stores. Our first target was independent Cricket Retailers. Our team was provided a list of 275 emails to contact. So, we got started with the campaign. 

Action:

Create a marketing campaign consisting of:

• • • 7 Stats You Should Know (…And How To Avoid Becoming A Statistic) eBook: https://www.vanguardprotexglobal.com/wp-content/uploads/2022/02/7StatsEbook.pdf 
    • VPG “Sorry (Not Sorry)” video: https://vimeo.com/682996808 
    • 7 Stats eBook Landing Page: https://www.vanguardprotexglobal.com/7-stats-ebook-lp/ 
    • Cricket Dealer Showcase Landing Page: https://www.vanguardprotexglobal.com/cricket-dealers-showcase-lp/ 
    • Sorry Landing Page: https://www.vanguardprotexglobal.com/sorry-lp/ 
    • VPG TITAN Model AR Page: https://secure.vanguardprotexglobal.com/titan-7-stats-ebook  
    • TITAN L2QD Model AR Page: https://secure.vanguardprotexglobal.com/titan-l2qd-cricket 
    • TITAN Watch Model AR Page: ​​https://secure.vanguardprotexglobal.com/titan-watch-cricket 
    • CR338 Model AR Page: https://secure.vanguardprotexglobal.com/cr338-cricket 
    • 4-Part Email Drip Sequence
    • VPG “Sorry, Not Sorry” 5-Day Boosted Post Ad
    • VPG “Sorry, Not Sorry” 7-Day Video Views Retargeting Ad

The funnel structure was built in this sequence:

• • • Upload the email list into Constant Contact
    • Create the eBook, video, and landing pages for the campaign to schedule a consultation with the salesperson via Calendly.
    • Create a 4-email drip sequence to send an email weekly to the list in this sequence:
      1. Email #1: “7 Stats Cricket Dealers Should Know”- the initial email to have the prospect download the eBook. Since we already had their email, the ebook was not behind the gate so they could just download the ebook by clicking the CTA button. We also included the “Let’s Talk” button so the prospect could schedule a consultation. Even if the prospect did not schedule the consultation right then, we would be able to retarget them in a future social media campaign on LinkedIn, Facebook, Instagram, or Google.
      2. Email #2: “Did You Get My Last Email?” – a reminder email for them to download the eBook as well as a link to another landing page promoting VPG’s security solutions with the use of web-based Augmented Reality models. We also included the “Let’s Talk” button so the prospect could schedule a consultation with the similar goal mentioned before.
      3. Email #3: “Hey, Why Do Thieves Hate Us” – a testimonial-style email that showcased VPG’s TITAN in action as it talkies them to a landing page that shows a video of thieves being unsuccessful trying to steal iPhones.  We included a section showcasing the TITAN as well as including the “Let’s Talk” button so the prospect could schedule a consultation with the similar goal mentioned before.
      4. Email #4: “Quick Question” – the call to action email asking what VPG can do to help provide the best custom solutions for their store. It only provided the message with the salesperson’s contact information and a Calendly link.
    • During the work week of the 3rd email being sent, run a 5-day boosted post campaign on Facebook.
    • During the week of the 4th email being sent, run a weeklong video views ad retargeting those who visited VanguardProtexGlobal.com as well as the landing pages to promote the “Sorry, Not Sorry” video landing page.

Result:

• • Email average open rate of 56% to cold outreach emails (with the highest being 64.5%)
  • Average clickthrough rate of 5.4% (The highest being 7.6%)
  • For the “Sorry” Boosted Post (5 Days):
    • 87 unique link clicks
    • Reached 1,738 people
    • 1,893 Impressions
    • $0.29 per link click
    • Cost: $25.00 ($5 per day)
  • For the “Sorry” Video Views Ad (7 Days):
    • 10,158 ThruPlays
    • Reached 7,902 people
    • 10,428 Impressions
    • 8 unique link clicks
    • $0.00686 per ThruPlay (less than 1 cent per view)
    • Cost: $69.65
  • Received 10 responses
  • Scheduled 3 calls
  • Able to get Spacetel LLC (a company with more than 100 stores) to join VPG’s Pilot program.

Key learnings:

1. 1. Email isn’t dead. Combined with social media marketing, it can still produce favorable results with low ROI.
   2. Using innovative technologies such as augmented reality is both beneficial and cost-effective if used correctly.
   3. A testimonial shown is better than a testimonial said, as shown with the “Sorry (Not Sorry)” video and ads.
   4. Marketing automation works!