Kelderman Manufacturing is a producer of aftermarket air suspension systems for ¾ ton and larger trucks located in Oskaloosa, Iowa. We first started working with Kelderman to create a combination WordPress and Magento website to be both visually appealing and have the functionality of a complex storefront. After this project was completed, they were looking to maximize their sales through digital marketing efforts. Even after the initial campaign, we’ve built a longstanding relationship with Kelderman to continue to grow their revenue.
After the initial project of the new eCommerce platform, Kelderman wasn’t seeing the return on investment that they were hoping for, and they knew they had to take the next step with their online presence to get the results they wanted.
During our initial campaign with Kelderman, we had three main objectives:
- Increase online sales through the website
- Expand the channels through which users come to the website
- Better utilize online tools and advertising to reach potential customers
The strategy for Kelderman was to position the brand as an industry leader in order to attract new audiences and customers. By targeting new channels, we really tried to capture those customers who would ultimately purchase their products online. We implemented this through a few different tactics, including email marketing, Google Ads, and retargeting/audience lists.
The Kelderman email marketing list was attained organically through the website and is used occasionally for website promotions. Throughout the initial campaign, we used email drip promotions to promote their products, especially for their Black Friday promotions.
During the initial months of the campaign, we focused mainly on search ads on Google and their partners. Because the campaign was limited by budget, the keywords that we were using were mostly broad-matched with many search terms that did not fit. Therefore, we switched the Google display network with in-market and custom intent audiences and found that to be much more effective.
Remarketing – Audience Lists
We created multiple audience lists from the website and from the email campaign that were utilized on Google for targeting. We split the audience list from the website based on what category of product users were searching for — lift kits, bumpers, or grilles. These lists were then used to retarget those visitors with specific ads about that product. We imported the email list from Mailchimp to target the customers who had expressed interest in Kelderman in the past and subscribed to be able to connect to those customers with targeted ads.
Through this campaign, we were able to increase their online sales by over 40% in the first six months, along with bringing in new customers that they would not have received without the digital advertising. It’s rare to increase a client’s sales by that much in that short amount of time, but it means a lot to us that we were able to take their business to that next level.
Since the initial campaign, we’ve developed a longstanding relationship with Kelderman and have continued to increase their online sales through email marketing, Google Ads, and retargeting/audience lists.