A-Noohi Meat Co.
A FRESH APPROACH TO A STALE PIPELINE
The A-Noohi Meat Company brand was built on first in class customer service, resulting in an extremely loyal clientele that helped grow the business by providing frequent word-of-mouth referrals. However, facing an aging customer base and no online presence, it became clear that the company would face demographic threats to its business in the coming years.
The company needed a multi-faceted solution that would not only establish an online presence for the brand, but also serve as a new way to generate sales leads, helping preserve A-Noohi Meat Company’s staying power in its industry.
MAKING THE SWITCH
TO PAID SEARCH
After investigating the economics of the business, performing a competitor of local and national competitors, and breaking down the demographics of A-Noohi Meat Company’s existing customer base, Kobe Digital’s search marketing experts determined that a paid search campaign would likely outperform an organic search campaign in the near and intermediate term.
The team produced multiple ad copy variants to optimize through A/B testing, directing the traffic these generated to temporary landing pages.
This provided a destination for search engine users who clicked on the paid ads, allowing for the team to optimize the search campaign and develop the website in parallel.
Once the website was taken live, individual product pages were linked to corresponding (and now fully optimized) SERP ads.
Given the relationship-based approach used by the company for the prior three decades, the team at A-Noohi Meat Company was skeptical that there would be high amounts of online demand (this was a factor in selecting a PPC campaign instead of a SEO campaign—by only paying for realized website traffic, the strategy hedged against the possibility of there being insufficient online demand to recoup fixed costs), but this proved to be far from true.
The response was overwhelming, with over 38,000 impressions driving more than $100K in sales in the first two months after launch.