The effectiveness of online marketing cleaning services

    Interview with Primex marketing manager (cleaning services), Elena Smirnova: “About half of the company's new customers learn about the services via the Internet.”
    - Elena, in what year did Primex create its website and why at this particular time?
    - We launched the site in 2001. This was the moment when the level of development of our company and the competitive environment were ripe for doing business on the Internet. Then it was a matter of prestige - to have a website, i.e. Each self-respecting company created its own website.
    - Why did you choose Vipro as a provider of website promotion services?
    - As far as I remember, we did not even consider other options - we simply recommended one of our partners. Therefore, we decided not to take risks and entrusted Vipro andwebsite creation and website promotion in search engines . The start was very successful, and today I am very pleased with the work of Vipro.
    - Nice to hear it, thanks. Tell me more - what part of your customers comes through the Internet?
    - About half of our new customers will find out about our services through the website.
    - I guess why you are achieving this ...
    - Absolutely. For key requests for us, such as window washingcleaning , room cleaning , etc., we are consistently in the top three sites for the search engine Yandex. This provides us with approximately 140 visitors per working day.
    - Not bad for b2b services. And how many of them contact you by phone or mail?
    - Unfortunately, we do not keep such statistics yet. However, I hope that in the near future we will change this.
    - Let's try to compare the effectiveness of online advertising compared to other communication channels. What other advertising or pr-technologies does Primex use?
    - Everything is simple here. We have 4 main channels for promoting services: outdoor advertising, participation in industry exhibitions, the Internet and print advertising. We publish advertising modules in the magazines “Professional Cleaning”, “Own Business”, “Company Secret”, etc. Plus, from time to time, thematic publications come out mentioning Primex in the context of cleaning services or the development of a franchise network. Recently, a franchising scheme for doing business has been actively developing, so journalists who write on the topic often turn to us for comments.
    - With the seal and the outdoor, everything is clear. And at exhibitions - do you rent stands or do you hold promotions?
    - Of course, we rent stands. At the same time, specially for participation in exhibitions, we invite and train young employees. Recently, they are students of the economic and linguistic faculties of Moscow State University. Thus, we kill two birds with one stone - we save the time of customer service managers and prepare qualified specialists for ourselves. For example, we involve one of our female student employees in the development of the franchise network in the regions. Like in Japan ... only there, from school, corporations are looking after the younger generation :-)
    - Ok. Now, to more accurately assess the return on investment from online advertising, tell me, what part of the company's budget goes to Internet promotion?
    - If we are talking about the annual budget, then the last 2-3 years we spend more than 35% of the marketing budget on the Internet.
    Personally, these figures convince me of something - investing a third of the budget on the Internet, you get 50% of customers! Although the profitability of the projects that you receive from customers who come through print may be higher on average.

    Interviewed by Yuri Vilnid

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