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How we launched sales for CleansMan

CleansMan provides high-tech cleaning services for the residents of elite residential premises near Moscow. The headquarters are located in Zhukovka, Rublevo-Uspensky highway.

The task set by our customer

  • To launch sales of cleaning services in the elite Moscow Region area

Project summary

  • Launch preparation time: 4 months.
  • Marketing campaign launch: May 2018.

The tasks we solved

  • Market research: demand and competitive landscape.
  • Participated in creating the holistic concept of the campaign.
  • Analyzed market prices and formed an equilibrium price.
  • Designed the logo and the brand signature character: CleansMan.
  • Developed a single-page website with an interactive calculation of cleaning costs.
  • Described the business process, developed operating procedures, implemented CRM.
  • Implemented call-tracking and end-to-end analytics.
  • Elaborated a loyalty program.
  • Launched advertising campaigns in Direct, Adwords, Facebook, Instagram, Yandex.Maps..
  • Organized maintenance of the accounts in social networks.
  • Prepared print ads and outdoor advertising.

The tools we used

Contextual advertising system G.Adwords and Y.Direct, advertising network system in Facebook, analytics systems G.Analitics and Y.Metrika, end-to-end analytics Roistat, AMO-crm, HTML/CSS/JS. Graphic editors Figma, Photoshop and InDesign. We worked in Excel, Google Docs, Google Spreadsheets. We thought much and negotiated even more :)

Market specifics for this project

The rivalry in cleaning services is cut-throat. The cost of advertising for attracting a customer is high, all the competitors fire on all cylinders to get and retain customers. During CleansMan’s launch, another budding project "Qlean" was actively promoted in Moscow market, they employed rather aggressive marketing policy and a dumping price competition model. Most of the market participants are dumping. Honestly, it was a baptism by fire for us :)

We scrutinized the competitive landscape

Tight competition is the source of data. There were many models and practices that we studied and adopted from the competitive environment. All the market leaders actively use high-quality loyalty programs and direct communications (SMS, Push, MobileApp). The market actively reacts for seasonality, each seasonal peak has its special offers. All advertising channels are used massively.

We developed the concept of services

CleansMan renders services in middle and premium market segments. The unique selling proposition includes an individual approach to the client and a plethora of top-notch technological solutions (e.g. air cleaning or pool cleaning). We divided services into groups based on the target audience and developed price positioning for different sets of services. Some sets came explicit as packages in special offers.

We elaborated the logo and corporate identity

They got it all: the logo, corporate colours, and brand signature character - CleansMan. High-quality design allows dramatic economizing on advertising by increasing the company's brand awareness.

We developed the landing page

The result of the preliminary estimation made by the client online is immediately sent to the company manager by email in tabular form (Excel) featuring all necessary formulas. It is very convenient to adjust the number of services during a visual inspection of the object. Rejection on the page - 14%; average time the client spends on the page - 3 minutes; order conversion rate – 4,4%.

We prepared printworks and outdoor advertising

The company actively uses this advertising channel (from leaflets to banners 6x3 meters big)


We devised and introduced a loyalty program

We developed 4 statuses for the clients. We attached a special set of the loyalty program to each status. In addition to the loyalty program package, each client of the company can get personal treatment regardless of the card type. The program works on CRM basis.

We launched an advertising campaign

To reduce advertising costs, we used precise geographical settings for the region where the service was rendered in all advertising systems. For contextual advertising we created giant lists of negative keywords: 1232 phrases. The average cost of a visitor in contextual advertising was 123,8 RUB (≈ 1,7 €), CTR for the campaign was 19%. Cost of a visitor for targeted advertising was 15,44 RUB (≈ 0,2 €).

We implemented CRM and Analytics

Roistat analytics system records the data from all advertising sources: costs, detailed data and referrals. Then it transfers all the data to a CRM system. Customer requests fall into a single-queue system within CRM. All the tasks are clearly regulated: the system sets the assignments to the employees, monitors the time spent on implementation, and records successful/unsuccessful transactions. Actual sales data fall back into the system of end-to-end analytics where we track bottlenecks of the workflow of all departments, such as: advertising, production of services, customer-keeping systems, secondary sales, etc.

We run our client’s community in social networks

A solid community in social media enabled the client to reduce target advertising costs. There is some challenge in having photoshoots of the work done on some premises that the company services. Discretion is paramount in high-end market. The way we deal with it is by superb text materials.

We launched B2B

We developed a special offer for real estate market players: real estate agents and landlords. We got it in a leaflet and emailing. The company has real estate business, so we mailed the offer to the partners working in this field. The company is currently servicing 80 000 sq.m. of B2B premises. This line of business was packaged in a separate landing page.See the example .

Our deliverables

Average conversion rate is 6.52%

22%%
Conversion rate
540%%
ROMI
173%%
ROI

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