Kent Storage Strategy, Branding, Marketing and Sales Case Study

High-level Strategies – We created comprehensive fully-integrated branding, marketing and sales strategies, as well as step-by-step processes to effectively measure, schedule, budget and manage them.

Intelligence – We derived actionable insights from the research, measurement and analysis of Kent Storage’s, and their primary competitor’s, existing brand, awareness, perception and positioning.

Communication – We redefined Kent Storage’s promise, value propositions, differentiation, positioning, mantra and identity.

Identity – We created and implemented a complete division-wide rebrand, which included:

• Creating new traditional and digital sales and marketing assets and collateral across 12 locations nationally
• Creating robust brand management and communication policies and procedures, including detailed and rigorously managed brand guidelines and archives.

Perception – To strengthen Kent’s brand perception we engineered and drove broad national multi-channel reputation amplification programs, which included:

• An integrated ‘review nurture and leverage’ solution that automatically managed the acquisition, posting, distribution and amplification of ‘storage’ service reviews
• Generating and leveraging various awards and accolades across varied digital and traditional channels.

Intelligence – Extensive marketing intelligence initiatives included:

• Identifying all critical company marketing KPIs, analytics and competitor metrics, and then creating and/or installing the necessary measurement mechanisms
• Engineering and building a separate divisional business intelligence dashboard to measure, monitor and provide actionable insights from over 50 real-time marketing KPIs and competitor metrics.

Digital – Created comprehensive fully-integrated national multi-channel digital marketing program that included:

• Market and competitor disrupting national and hyper-localised organic search, PPC, UX and conversion optimised website
• Sophisticated, highly organic search and conversion optimised referral websites and citations
• Exceptionally conversion and ROI optimised online advertising campaigns
• Diverse reputation management, social media, PR and content marketing campaigns
• Regular strong performing electronic direct mail (eDM) marketing campaigns.

Traditional – Produced highly ROI-driven sales and marketing collateral, advertising, sponsorship and direct marketing, including:

• Creative, compelling and highly effective sales and marketing collateral
• Fully leveraged national sponsorship opportunities
• Informative, engaging and persuasive video content and advertising
• Definitive and especially valuable storage guides, checklists and other resources as the keystone to successful content marketing initiatives
• Various successful direct mail (DM) campaigns.

Technology – Utilised leading-edge marketing automation, website development, analytics and optimisation technology which included:

• Creating a highly search engine and conversion optimised website, featuring an industry first instant online end-to-end ‘fixed price’ storage quoting and booking system
• Custom development of a CRM-integrated lead management and optimisation platform, as well as an division-wide business intelligence dashboard to measure, monitor and report sales and marketing KPIs and competitor metrics.

Intelligence – Extensive sales intelligence initiatives included:

• Identifying all critical sales team and division KPIs and competitor pricing, and then creating and/or installing the necessary measurement mechanisms
• Creating comprehensive business intelligence dashboard to real-time monitor, analyse and performance manage sales teams.

B2C Sales – We adopted and further leveraged numerous integrated B2C sales initiatives that we had created previously for Kent Removals, which included:

• Our recently recreated Kent insurance product, collateral and sales training process
• Custom creating and implementing a unified 3-pillar national customer service and sales improvement program which included extensive training and development, stringent performance management systems and processes, and improved recruitment and retention policies.

Technology – Implemented best-practice sales lead generation, nurturing, conversion, analytics and training technology, as well as custom developed and integrated industry-specific CRM and CMS solutions, which included:

• Developing engaging search optimised interactive lead capture mechanisms
• Creating and delivering nationally a custom online, multi-media, user interactive sales training and development platform
• Developing an exceptionally high performing desktop and mobile lead converting website through the expertise and utilisation of leading-edge web development and sales conversion optimisation technologies.

Communication – 185% annual increase in lead generation and 103% increase in sales conversion was driven in part by effectively rebranding, repositioning and redefining Kent Storage’s value propositions in order to target, and compete well against, traditional self storage.

Identity – We successfully created and implemented a complete division-wide rebrand, which included:

• Creating new traditional and digital sales and marketing assets and collateral across 12 locations nationally
• Creating and implementing robust brand management and communication policies and procedures, including detailed and rigorously managed brand guidelines and archives.

Perception – We measurably improved Kent’s Storage brand image and perception by engineering and driving broad national multi-channel reputation amplification programs, which included:

• An integrated ‘review nurture and leverage’ solution that automatically managed the acquisition, posting, distribution and amplification of ‘storage’ service reviews
• Generating and leveraging various awards and accolades across varied digital and traditional channels.

Intelligence – Driving strong marketing results (185% increase in leads and 38% decrease in cost per lead) started with solid marketing intelligence, which included:

• Successfully identifying all critical company marketing KPIs, analytics and competitor metrics, and then creating and/or installing the necessary measurement mechanisms
• Effectively engineering and building a separate divisional business intelligence dashboard to measure, monitor and provide actionable insights from over 50 real-time marketing KPIs and competitor metrics.

Digital – Created a comprehensive fully-integrated multi-channel national digital marketing program that delivered market and competitor disrupting results:

• 185% annual increase in qualified leads
• 183% annual decrease in customer acquisition and conversion cost
• 38% annual decrease in cost per lead
• (See details within slides above).

Traditional – Exceptional lead generation increases and cost per lead decreases were helped in part by highly ROI-driven sales and marketing collateral, advertising, sponsorship and direct marketing.

Technology – 185% annual increase in leads and 103% annual increase in sales conversion was driven greatly by leading-edge marketing automation, website development, analytics and optimisation technology which included:

• Creating a highly search engine and conversion optimised website, featuring an industry first instant online end-to-end ‘fixed price’ storage quoting and booking system
• Custom development of a CRM-integrated lead management and optimisation platform, as well as an division-wide business intelligence dashboard to measure, monitor and report sales and marketing KPIs and competitor metrics.

Intelligence – Achieving 18.7% increase in annual revenue, 133% increase in lifetime revenue and 21% increase in profit started with solid sales intelligence derived from:

• Successfully identifying all critical sales team and division KPIs and competitor pricing, and then creating and/or installing the necessary measurement mechanisms
• Effectively creating comprehensive business intelligence dashboard to real-time monitor, analyse and performance manage sales teams.

B2C – 185% annual increase in qualified leads coupled with the creation and implementation of a national customer service, sales training and performance management program, ‘rightsizing’ the sales team and rebuilding the insurance product, delivered the following results:

• 18.7% annual increase in overall revenue
• 133% annual increase in Customer Lifetime Revenue
• 21% annual increase in profit
• 48% annual increase in storage volume sales
• 103% annual increase in storage sales conversion
• 67% annual increase in insurance sales conversion
• 183% annual decrease in customer acquisition and conversion cost
• 38% annual decrease in cost per lead
• 27% improvement in customer service
• (See details within slides above).

Technology – Remarkable sales results were achieved in great part by the implementation of best-practice sales lead generation, nurturing, conversion, analytics and training technology, as well as custom developed and integrated industry-specific CRM and CMS solutions, which included:

• Developing engaging search optimised interactive lead capture mechanisms
• Creating and delivering nationally a custom online, multi-media, user interactive sales training and development platform
• Developing an exceptionally high performing desktop and mobile lead converting website through the expertise and utilisation of leading-edge web development and sales conversion optimisation technologies.