Insights with Imapct

As Atlas Butler, a fourth-generation heating, cooling and plumbing company in Columbus, Ohio, approached its 100-year anniversary, the leadership team wanted to mix up its marketing efforts. Having used the same tactics for more than a decade, they knew that in order to continue growing and capturing increased market share, they needed to further optimize their marketing efforts or add new tactics to the mix.

While the company collected plenty of data, they didn’t have the time to properly sift through the various data sources, analyze it, and test out new opportunities. Enter Geben Communication. We conducted a comprehensive audit of the company's various marketing initiatives and provided insights on the most effective forms of marketing.

Our main goal was to identify additional marketing opportunities from potential gaps in the marketing mix that would generate even more revenue. But in order to determine these, we would first need to interview a wide range of stakeholders -- ranging from marketing, to company leadership, to the on-the-ground technicians as a method of primary research.

This wide-ranging input was critical. The primary research was then followed by a cross referenced analysis of the following datasets: consumer analysis study, email marketing data, social media data, search engine marketing data, TV and radio advertising plans, marketing budget, revenue and job type data and membership data.

Atlas Butler had plenty of data; they didn’t need someone to regurgitate it back at them. What they needed were actionable insights — our speciality.

In a 72-page insights report, we identified 31 additional marketing opportunities from potential gaps in the marketing mix divided out into messaging, advertising, media relations, search engine optimization, social media, and email.

Atlas Butler found the research to be immensely helpful and eye-opening, stating they “got a ton of value from this and it helped set our priorities for the year.” By providing specific, data-backed recommendations, Geben helped Atlas Butler identify new tactics and approaches beyond their existing efforts.