Taylor Lane Timber Frame is a leader in the design and manufacture of timber frame for commercial and self-build customers, with a heritage spanning almost 40 years.
A long-term client, Taylor Lane turned to Department of Marketing for advice and guidance on maximising return on investment through advertising, targeting the self-build market.
They enlisted DOM to trial Pay-Per-Click (PPC) advertising, to gauge effectiveness. The aim was to increase the number of relevant self-build enquiries and ultimately, increase sales.
For many years, Taylor Lane had consistently advertised in a B2C self-build and home improvement printed publication. While it had undoubtedly boosted brand awareness, it was harder to prove effectiveness and any leads generated. It also stretched a limited budget.
Taylor Lane’s self-build service operates in selected regions in and around the South West of England and the West Midlands. The publication has a UK-wide circulation so a percentage of the budget was being ‘lost’ to areas not covered by the timber frame manufacturer. Ultimately, they had to turn business away.
We began by reviewing the advertising budget as part of the overall marketing spend. Next, we researched alternative advertising methods, using either part or all of the budget.
Through experience, we believed that PPC offered the best ROI. We started with a trial using a percentage of the budget within a set geographical area. Research involved understanding what key words would work best for the brand and what search terms were commonly used. These were monitored daily and analytics were reported to the marketing manager. We also worked closely with the self-build manager to ascertain the impact on enquiries.
Department of Marketing continues to manage the entire PPC process for Taylor Lane Timber Frame.