The Best Offense Is a Great Defense.
Challenge
When you’re a leader in your category and your market share sits at an impressive 92%, there’s an undeniable demand to keep your audience engaged as new businesses emerge within the industry. A top leader in the realm of garbage disposals, InSinkErator needed to maintain its success as a new competitor, Moen, began to promote a series of new products into a regional market test. How can InSinkErator stay ahead of the curve and keep its place as a top brand in the category?
Our Approach
RDI Ablaze saw an opportunity for InSinkErator to better serve its customers by leveraging digital marketing capabilities. To augment engagement and brand connectivity, we implemented a solution to enhance an existing garbage disposal support platform, which allows consumers to easily troubleshoot problems with an existing disposer and guide them to purchase an InSinkErator replacement.
RDI Ablaze focused on driving digital traffic through localized paid search and retargeting ad campaigns. while also auditing the existing native search optimization of the entire InSinkErator online presence, providing InSinkErator with a Search Engine Playbook to use in driving on-going performance improvements.
Success Results
Not only did this project allow InSinkErator to reimagine the way they connect with consumers in way of engagement ads, but it also translated as an opportunity to establish an ongoing roadmap for search engine optimization and paid social strategy. The resources and tools we created became a new way for InSinkErator to interact with current and potential new customers, all while providing a way for the brand to maintain its market share. The digital marketing efforts lead to an increase in traffic of over 180%, while improvements to the website resulted in a 350% increase in average time spent on the site.
