Atlas Butler: Heating Up Marketing with Actionable Insights
TL;DR: Geben Communication’s 72-page insights report helped Atlas Butler optimize its marketing efforts, introduce diversity, and identify new tactics that would spur future revenue growth.
the concept
As Atlas Butler, fourth-generation heating, cooling, and plumbing company in Columbus, Ohio, approached its 100-year anniversary, the leadership team wanted to mix up its marketing efforts. Having used the same tactics for more than a decade, they knew that in order to continue growing and capturing increased market share, they needed to further optimize their marketing efforts or add new tactics to the mix.
While the company collected plenty of data, they didn’t have the time to properly sift through the various data sources, analyze them, and test out new opportunities. Enter Geben Communication. We conducted a comprehensive audit of the company's various marketing initiatives and provide insights on the most effective forms of marketing.
As we prepared to analyze the data, Geben led a Discovery Session with the Atlas Butler leadership team to define goals and understand the current marketing tactics & strategies. Given that this was an internal project -- the leadership and marketing team were key audiences for this project that we would need to impress.
the execution
The main goal of this project was to identify additional marketing opportunities from potential gaps in the marketing mix that would generate even more revenue. But in order to determine these, we would first need to interview a wide range of stakeholders -- ranging from marketing to company leadership, to the on-the-ground technicians as a method of primary research.
This wide-ranging input was critical. The primary research was then followed by a cross-referenced analysis of the following datasets: consumer analysis study, email marketing data, social media data, search engine marketing data, TV and radio advertising plans, marketing budget, revenue, and job type data, and membership data.
Atlas Butler had plenty of data; they didn’t need someone to regurgitate it back at them. What they needed were actionable insights and Geben’s first ah-ha moment was in realizing the treasure trove of data Atlas Butler had — from there, we also looked at retention data.
This approach meant that Geben had a thorough understanding of the Atlas Butler customer, and market opportunities, before even touching the marketing data. In doing so, we were then able to approach the marketing analysis through a business/sales lens.
the result
In a 72-page insights report, the Geben team reached our main goal by identifying 31 additional marketing opportunities from potential gaps in the marketing mix divided out into the following marketing tactics: Messaging + Comfort Club + Advertising + Media relations + Search engine optimization + Social media + Email
Atlas Butler found the findings to be immensely helpful and eye-opening, stating they “got a ton of value from this and it helped set our priorities for the year.” By providing specific, data-backed recommendations, Geben helped Atlas Butler identify new tactics and approaches beyond their existing efforts.