How learning the business helped us build a strategy that fueled real growth

When we first took on this waste management company, we did not know much about waste management. We certainly did not know much about porta-potties.

What we did know was how to listen.

Like we always do, our staff took the time to really understand the client, its customers and the way the business actually worked. We dug in. We asked questions. We learned what mattered to the people making the buying decisions and what kind of message would move them to act. Only then did we build a strategy. That mattered, because good marketing is never about pretending to know an industry. It is about learning it well enough to communicate its value clearly and effectively.

That approach paid off.

For this leading waste management company serving Arkansas, Tennessee and Kansas, Flex360 developed a digital campaign that generated $1,581,544 in potential lead value over the first nine months of the year. The campaign produced 954 calls through Google AdWords and another 677 calls through the company’s website. Together, those calls represented an estimated $669,000 in potential revenue. Display advertising added even more momentum, delivering 2,877,149 targeted banner impressions, 15,695 website clicks and 1,473 direct leads.

Those numbers tell an important story. This was not marketing for marketing’s sake. It was strategy tied to results.

With a monthly investment of $8,000, the company saw Flex360-driven efforts account for nearly 60 percent of its web traffic during that period. That kind of performance does not happen by accident. It happens when you take the time to understand both the business and the customer, then build a message that connects the two.

And in this case, the results went beyond strong traffic and lead generation. The company grew. It expanded. It gained strength in the marketplace. Ultimately, that success helped lead to its acquisition by a larger corporation.

That is the kind of outcome that matters most. Not just a campaign that performed well on paper, but one that helped increase the value of the business itself.

We may not have started out knowing the first thing about waste management or portable toilets. But by doing the work to understand the people behind the business and the customers they needed to reach, we helped create a strategy that delivered exactly what it was supposed to deliver: growth.