Introduction/Client Background:
With over 10 years of being in business, Happy Pet Spaw, a dog grooming salon with 2 locations located throughout the San Francisco Bay Area, sought to capture more of the $5.32 billion pet grooming market. However, frustrated with their current marketing efforts (paid ads) they decided to turn to Supernova for help.Objectives:
- Get more clients without spending a ton of money on marketing.
- Make these new clients worth more money than their current/previous clients.
Circumstances That Made Success More Challenging:
- Very Limited Resources: Happy Pet Spaw could not afford to spend a lot of money on marketing.
- High Prices: Happy Pet Spaw charges nearly twice as much as the competition for their services.
- Saturated Market: Within 10 miles of Happy Pet Spaw’s location there are over 100 competing businesses who are after the same market.
- High Churn: Due to the fact that they charge twice as much as their competitors they had high churn.
Solution:
- Planned, Executed, & Managed A Very Lucrative Joint Venture: We partnered Happy Pet Spaw with one of the biggest Dog nonprofits in San Fransisco that’s dedicated to keeping dogs out of shelters and we decided to run a marketing campaign to support them.
Implementation:
- Weeks 1-2: Analyzed Happy Pet Spaw’s business and came up with multiple opportunities within/for Happy Pet Spaw
- Weeks 2-3: Reviewed opportunities, decided on the best opportunity to execute, and built a thorough plan
- Weeks 3-5: Gained compliance with non profit by volunteering for them and playing with dogs
- Weeks 5-7: Created the bulk of the marketing material
- Weeks 7-9: Waited for the beginning of the month in order to promote the campaign
- Weeks 9-13: Promoted the campaign
- Weeks 13-16: Rolled out the campaign
Results Within The First 20 Days Of The Campaign:
- Doubled Sales: Compared to their previous best month, we doubled the amount of new clients Happy Pet Spaw was servicing in just under 20 days with our campaign.
- Doubled The Average New Client’s Life Time Value: Since we not only changed how Happy Pet Spaw was marketing, but also changed who they were marketing too, we were able to double the average new client’s life time value.
- Hired 3 Employees For $0: We were able to “leverage hire” 3 employees for free to create marketing material, manage the social media profile, and record marketing material for Happy Pet Spaw.
- Tripled The Non-Profits Average Monthly Donations: We tripled the non-profits average monthly donations in just under 20 days of our campaign.
- Developed A Truly Scalable Model: We built Happy Pet Spaw a complete model that they can rinse and repeat with different entities across the globe. And the best part is that set up properly they can subtract themselves from it and have the model run and grow by itself for years to come.
- A Profitable Relationship: We helped Happy Pet Spaw establish a very solid relationship with one of the biggest dog non profits in the San Francisco Bay Area that should bring Happy Pet Spaw hundreds of new clients for years to come.
- $0: Because of Happy Pet Spaws tight budget, we set up a campaign that cost them $0 out of pocket.
- Tax Break: By partnering with a non profit, Happy Pet Spaw was able to give itself a nice tax break.
