Creating unique global incentive trips to drive performance
Red Blaze is a B2B incentive and performance improvement agency that plans and delivers incentive programmes across the world. They put together unique trips both in the UK and globally, for example hot air balloon trips over the Grand Canyon, or a jeep safari in the Arctic.
They have been established for over 25 years, with a loyal customer base who also provide them with referrals.
Red Blaze wanted to generate new business with external leads, and hired a Business Development lead to support those efforts. They also engaged Brew Digital to evaluate their marketing and help bring focus to their strategy to maximise ROI.
We started with a Discovery Workshop day at their office where together we analysed competitors, their audience, current marketing activities and material, the sales process as well as providing a technical audit of their current website. Through this process we uncovered that Red Blaze were currently trying to reach a very wide audience and be ‘something to everyone’. They had a broad proposition, which included not only incentive programmes but also events, conferences, and exhibition stands.
We identified in collaboration with Red Blaze that their strengths were in incentives. We also ran an audience workshop to help them identify who their target audience were, and then segmented this down into targeted groups. Once we had identified these things, we set about refining the website to align with the core proposition.
From there, we began planning how to best use their marketing channels to generate leads, with a bias towards website traffic. In the short term we focused on paid search rather than SEO, launching an ad campaign on Google, and then optimising over time based on conversion rates and search volume.
We know that digital marketing isn’t something you can set and forget; there needs to be continual data-driven refinement to truly maximise ROI. Because of our strong working relationship, we are able to monitor results together and refine based on changing priorities. We run monthly review meetings with Red Blaze where we scrutinise the data together, and make suggestions on where we can go next.
We created a real-time dashboard for them that amalgamates data from Google analytics, AdWords, and social channels, providing a single view of all key metrics, including website visitors, conversions, spend, ad groups and keyword performance. This makes the process of data interrogation easier, and saves time for their new Business Development lead. We re-launched their Google activity and also created a bespoke landing page on Instapage which had an immediate impact lead volume
In the first 12 months of the new digital marketing strategy, Redblaze secured over £200k of new revenue – a substantial ROI based on their monthly spend. After 12 months we made some tweaks to the relaunched campaigns, and in the first month they won a new contract worth over £175k.
We are thrilled with the early success of the campaign, and are now reviewing the activity to increase the digital marketing budget. Given our data-driven approach, we chose to wait instead of immediately making changes to the budget. This ensured that we were appropriately informed to make the best decisions on our scaling strategy.
We are now looking to make further enhancements to the website and their SEO. We’re also working with them to develop a regular blog that they can use to highlight their industry expertise.
“When we initially approached Brew Digital, we wanted to see what they could do to help our digital marketing strategy. What we found throughout our time was a professional insight and digital expertise that ultimately led to huge success across our marketing activity.
Their insights enabled us to hone in on our core strengths in corporate retreats, moving away from our previous disjointed approach of trying to cater to a variety of services. The results have helped us exceed our commercial goals. In just 12 months, we secured over £650,000 in new revenue, with one deal generating £175,000. The campaigns also allowed us exposure to some big household brands that we to this day, continue to form a relationship with.
Together with Brew, we built a dynamic, adaptable approach that saw paid activity drive 50% of our new business income that continuously filled our sales pipeline. Brew Digital is not just a marketing agency, they're a genuine strategic partner who comprehends our business and aids our growth. Special thanks to Ross, Rich, and Tom from the team!”
Ed Moore - Sales & Marketing Manager - Red Blaze
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