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  • North America

At a Glance

A nationwide manufacturer of B2B commercial food service equipment, Celco, distributes a full range of commercial kitchen equipment such as ovens, refrigerators, ice-cream dispensers and gas rotisseries to restaurants and industrial kitchens across North America.

Key Metrics

A healthy lift in being found first for the right type of products and commercial solutions, to become a preferred choice for restaurants

Increase in Organic Traffic YoY
0 %
Increase in equipment inquires
0 %

Challenges

  • Difficult to navigate web experience with low organic visibility and little to no inquiries from new dealer networks and restaurant owners.
  • Limited resources to execute on required marketing activities.
  • Lacklustre web experience to navigate with low organic visibility and inquiries from local commercial search intent keywords.

Solutions

Measure Marketing researched the buyers’ journey by analyzing keywords and conducting stakeholder interviews to understand product applications and buyer needs. The insights were then applied to reorganize the website for higher findability. Local search visibility was enhanced by exploring local business and trade directories. Thought leadership content was then  added to educate potential buyers on how to choose, use and maintain commercial kitchen equipment.

The web experience was elevated to match the expectations of their ideal customers for high-quality kitchen equipment. Matching that with relevant thought leadership content on insights on commercial kitchen equipment’s impact on operational efficiency and  increased guest satisfaction.

Before:

After:

Benefits

New Customer List for Future Expansion

New customer list for future expansion

Net new customers were put into nurture lists that were used in up-selling lower commitment products at a much lower ACV in a different category, improving CLV.

Brand Authority

Brand Authority

Increasing revenue in a low-performing category allowed the business to establish a better authority over its other categories.

More Funding

More Funding

Performance and proof of concept allowed us to capitalize on a larger investment in paid media in year two. Leading to media channel diversification and aggressive competitor campaigns.

Supporting Factors

Alignment with Marketing, Product and Sales teams

Quarterly Business Reviews Strategy

Timely Communication + Account Management