Blue Toro

20X Return on marketing spend

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Blue Toro

The Blue Toro Preferred Partners program is an evolution of their wildly successful franchise, where they help workshops and mobile mechanics implement easy, proven business systems that help owners systematise their business and reduce stress and overwhelm whilst remaining 100% independent as a business.

The problem:

The marketing Blue Toro attempted before working with us violated one of our major principles: Never advertise something your audience doesn't already agree with. It's an expensive process trying to change someone's mind via advertising. Blue Toro was trying to migrate from selling leads to businesses, which was an easy sell to those who needed leads. However, most mechanics are extremely busy, so more leads are not what they feel they need.

As they migrated the offering to helping with business processes and coaching to improve profits, it was hard to find a message the audience resonated with that hooked them into wanting to know more. So, there were almost no leads, and the leads that did come were very hard to convert. At this stage Blue Toro was heavily reliant on outbound strategies and hadn't been able to make paid advertising work.

The solution:

After going through our positioning and offering workshop, conducting some qualitative market research with the target audience, and collating feedback from the sales team regarding common objections that were arising on calls, it was clear the wrong messages were being promoted.

Instead of promoting getting access to cheaper parts, or that Blue Toro can help them increase profits and work less - both things the audience didn't believe and needed convincing of. Instead, we focused on advertising hooks that the audience immediately agreed with and knew Blue Toro would be the best option.

One was promoting getting access to fleet work as a Preferred Partner, which is highly profitable work all mechanics would love - and cannot get access to as an independent. But under the umbrella of a nationwide brand like Blue Toro, as a Preferred Partner they could now get access to fleet work.

The other was leaning on their outstanding franchise history and the systems used, which made Blue Toro franchisees some of the most profitable mechanics in the industry. The audience immediately agreed that we would be good at systems based on our history and that although they were great mechanics, their business systems were not up to scratch.

We built an offer-focused marketing funnel highlighting the advantages of becoming a Preferred Partner, which immediately got us far cheaper leads and a much quicker sales cycle.

The result:

As a result of the campaign, and with us as their only paid marketing activity, Blue Toro was able to add consistency and control over their new customer acquisition.

Testimonial
The team at Multiply have turned out to be invaluable to our growth as a partner, not just in running ads, but in marketing strategy and providing valuable input to our offering and strategy as well. Janelle - Owner - Blue Toro

Case Studies

20X Return on marketing spend

20X Return on marketing spend

4.8m in sales pipeline in 2.5 years

4.8m in sales pipeline in 2.5 years

19x more monthly donations from PPC year on year

19x more monthly donations from PPC year on year

16x increase in phone calls

16x increase in phone calls

20x return on marketing spend

20x return on marketing spend

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