Work

KAYAK POOLS MIDWEST

SWIMMING POOLS TURN A GIANT PROFIT

Kayak Pools

THE SITUATION

Kayak Pools Midwest has spent the past 60 years bringing swimming pools to backyards across Indiana and surrounding states. Kayak’s top notch customer service and expert installation helped contribute to the company’s continued success, but in recent years, the company started to wane in sales and an increase in the cost to find and convert new customers (cost per lead/CPL). To reduce that cost and reinvigorate sales, our team developed a multiplatform creative and digital strategy to find and engage with Kayak’s target consumers. Using data-based insights, our digital team created and distributed tailored content to key consumer segments. Within the first year of employing this digital strategy, we helped increase Kayak’s leads, lowered the cost per lead and drove measurable traffic to brick-and-mortar stores and showcases.

THE PROCESS

We developed paid and owned media strategies to streamline potential customers’ path to purchase. Our team created a combination of targeted video, static and search ads, and strategically placed them on paid social channels — Facebook, Instagram, Pinterest, Snapchat — and Google Adwords to help increase consumer awareness and interest in Kayak. We simultaneously upgraded Kayak’s website functionality and added a chatbot capability — this use of artificial intelligence helped educate consumers and ultimately drove them to complete their purchase without losing the customer service component Kayak is known for. As Kayak continues to experience growth and sales across the Midwest, the company is now looking to expand its digital direct-to-consumer offerings, which include e-commerce capabilities and an augmented sale tool, all lead by AKA.

KEY SUCCESS METRICS

  • A $15 million increase in direct revenue (and counting)
  • A 76% decrease in the cost per lead, which dropped
 from $9.08 to $2.16 per lead

  • 16,407 real leads from Facebook alone