MC Granite
Countertops That Stand Out | A Social Strategy That Draws Customers In
SUCCESS STORY
MC Granite partnered with us in September of 2021. Business was great, but the owner, Juan, wanted to find a way to increase walk-in purchases, as well as new customer count. Over the course of just 6 months, Drive Social Media exceeded our goal of a 3x return on investment (ROI) in the first year. We brought MC Granite a 31x ROI.
$361,764.38
Total Revenue
68
Purchases
31.03X
ROI
THEIR STORY
Carving The MC Granite Name Into The Nashville Scene
At MC Granite, customers are provided the opportunity to refresh their homes with stunning stone countertops, fireplaces, backsplashes, and more. With over 4000 slabs of marble, granite, quartz, and other stones in over 450 colors, MC Granite was the premier choice for top-quality home countertop renovations in Music City.
Behind every great business, there’s a great owner overseeing all operations. Juan was very hands-on with the day-to-day workings of his business. Once someone stepped foot into his showroom he could fit them to the perfect marble match, the most exotic piece of granite to accentuate their kitchen and the most trustworthy contractors in the area. However, when it came to driving walk-in purchases and new customers, he needed an outside guide. From this need came the birth of our partnership.
THEIR GOAL
New Customers Were Just A Stone’s Throw Away
Across the globe problems with supply chain and labor were shaking the country. With a 60% construction & contracting customer base and that industry struggling greatly, MC Granite needed help diversifying the clientele in their store. It became apparent that we needed to bring more individual homeowners into the showroom.
Lucky for MC Granite, we were able to create custom audiences to target individuals who had interests similar to MC Granite’s products within a 30-mile radius of their two locations. These interests were as broad as countertop renovations and as specific as particular types of stones like marble, granite, and quartz.
OUR SOLUTION
A Crystal Clear Path To Success
With MC Granite's need to diversify their customer base and Nashville's housing market currently at an all-time high, we saw an untapped opportunity to convert customers by using our Facebook advertising potential to target particular audiences in Nashville within a 25-mile radius.
We identified a secondary audience of people who had never heard of MC Granite before. This audience had an estimated 1,200,000 - 1,400,000 customers in a 30-mile radius with interests in interior design, countertop renovation, home improvements, Quartz, Granite, home construction, and modern bathrooms, to name a few.
Once the team at Drive identified those audiences, they began dissecting the highest performing values that drove the most customers to purchase. We started with an ad budget of $1000 and gradually worked the ad budget up while driving their cost per purchase down. We utilized this personalized strategy in our advertising, creating campaigns around the values we knew worked best like “Lifetime Warranty,” “Personalized Projects,” and “Installation In As Little As 1 Day”.
Their goal was new purchases, so we custom-fit a strategy to bring MC Granite new customers as well as a three times return on their investment by the end of year one.
OUR SUCCESS
No Stone Left Unturned
Originally contractors made up about 60% of MC Granite’s total business, but our goal was to bring that number down and drive the overall number of homeowners up. We successfully brought contractors down to 50% of MC Granite’s total business, meaning that homeowners and individuals who originally made up 40% of their business are now 50% of their total business! IN JUST SEVEN MONTHS of targeting a different audience, we were able to achieve their goal of bringing a different type of clientele to MC Granite.
On top of a more diverse customer base, in total, we brought MC Granite over a 30X return on their marketing investment. Really, we’re just getting started. We plan to keep giving Juan and the MC Granite team a high return on their investment while driving new, viable customers through their double doors and into their vast showroom.