The Challenge
Despite their extensive reach and brand recognition within the construction sector, Lafarge struggled to communicate their home delivery services for landscaping construction materials—such as sand, gravel, and decorative stones—to individual homeowners and consumers.
The key challenge was to raise awareness among homeowners and DIY enthusiasts about Lafarge’s product offerings and the convenience of having these materials delivered directly to their homes.
The Solution
Rhino Marketing now Steingate Advertising developed a targeted campaign to promote Lafarge’s home delivery services. The campaign included:
- A dedicated landing page designed to highlight the home delivery service, complete with detailed product information and an easy-to-use contact form.
- Search Engine Optimization (SEO) to ensure the landing page would rank well in search results, attracting relevant traffic from homeowners searching for landscaping materials.
- A volume calculator tool integrated into the website, allowing users to calculate the exact amount of materials needed for their landscaping projects.
- A comprehensive product catalog displayed on the landing page, making it easy for homeowners to browse available materials.
- Online advertising efforts, including a focused Craigslist campaign and Pay-Per-Click (PPC) advertising, aimed at increasing visibility and driving traffic to the landing page.
The Process
The project started with in-depth market research to understand the target audience’s needs and behavior. Based on these insights, Rhino Marketing designed a strategy that emphasized simplicity and ease of use. The landing page was crafted to provide homeowners with all the necessary information to make an informed decision about their landscaping material needs.
The team ran a series of targeted ads on Craigslist to reach local homeowners and DIY enthusiasts. Additionally, a PPC campaign was launched to capture search traffic from users actively looking for landscaping materials online.
The Results
The campaign resulted in a significant increase in inquiries and orders for Lafarge’s home delivery services. Key outcomes included:
- Increased brand awareness among homeowners and individual consumers
- Higher website engagement due to the interactive volume calculator and detailed product catalog
- Improved lead quality, with inquiries coming from homeowners actively seeking specific products
- Boosted sales of landscaping materials through the newly launched home delivery service
The campaign successfully bridged the gap between Lafarge’s established brand in the construction industry and their lesser-known services targeted at individual consumers.
Testimonial
“Rhino Marketing helped us uncover a whole new market by promoting our home delivery services to homeowners. The landing page and volume calculator made it simple for users to find what they needed, and the targeted ads brought in high-quality leads. We’ve seen a noticeable increase in inquiries from homeowners, which has helped grow this segment of our business.” — Lafarge North America Representative
Disclosure: This website was originally designed and developed by Rhino Marketing, based in Port Coquitlam, B.C., Canada. Please note that neither Rhino Marketing nor Steingate Advertising, located in Maple Ridge, currently manages or maintains this website. Changes may have been made by the client or their team since the initial design and launch.
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