Ice Cream On Wheels Driving Business Deals with Targeted Media
Ice Cream on Wheels, a national company made up of hundreds of independently owned ice cream trucks and carts throughout the United States, delivers ice cream right to the curb of any event. The Ice Cream on Wheels team asked Click Rain to help them focus their marketing efforts on generating B2B event leads with over 300 attendees. They also wanted to be able to track where leads were coming from in order to analyze which advertising platform helped increase profits most efficiently.
The Challenge
Ice Cream on Wheels already had a strong market presence and a growing business in their local markets. A great number of the company’s B2B leads came through their website organically, typically from parties requesting ice cream trucks at events with 200 or fewer people.
In order to reach current growth goals for the company, Ice Cream on Wheels identified a need to increase the average party size of these corporate leads.
The Results
Within the first month of the campaign, Click Rain's efforts delivered more than 200 new business leads at a lower than expected Cost per Lead (CPL). In addition, the average company size of these leads was higher than the organic website leads. Our top driver was Paid Search, bringing in over 50% of leads with an average company size of 218 employees.
As potential business deals continued to flow in, our team used campaign learnings and refined targeting to reach even more companies with 200+ employees.
Ice Cream on Wheels also reported an increased conversion rate for paid media leads turning into business deals once the campaign launched.
200+
qualified B2B leads reached
50%
B2B leads reached through paid search
Our Approach to the Solution
Click Rain worked with the Ice Cream on Wheels team to develop a multi-location digital campaign to drive brand awareness and ultimately increase B2B leads with larger party sizes during peak ice cream season (April through August).
Using Paid Search, Social, and Display advertising, we targeted managers, HR professionals, and other relevant decision-makers for businesses with 200+ employees in markets where Ice Cream on Wheels operates.
We implemented a remarketing strategy to target users who visited the Ice Cream on Wheels landing page but did not initially convert. Click Rain developed engaging platform- and audience-specific creative for these efforts.
We created a simple, eye-catching landing page for users to easily submit an inquiry. This landing page helped outline how Ice Cream on Wheels brings fun to the office without the managers having to lift a finger. All campaign tactics directed users to this landing page, and form submissions were tagged based on the platform and ad type the user engaged with before submitting the inquiry form.
"We were really excited to get fantastic results—reaching exactly the right-sized B2B companies to suit their business goals through a variety of digital media. We loaded up their queue with events all season long. It was really fun to zero in on their goals so effectively!"
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