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How We Turned Our Boring Warranty into a Lead Gen Tool and Brought 600 Leads in 3 Weeks

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How We Turned Our Boring Warranty into a Lead Gen Tool and Brought 600 Leads in 3 Weeks

Daisy-ree Quaker
How We Turned Our Boring Warranty into a Lead Gen Tool and Brought 600 Leads in 3 Weeks

Warranties are the thing you sign on the way to get the cool thing you want. Few of us read them. Fewer still understand their finer points and implications, but if actively leveraged, warranties can play a significant role in marketing.

Imagine you are asked to make your standard warranty into a conversation piece because of its point of friction on the path to purchase. How do you go about turning boring legalese into a point of differentiation?

The Challenge: Raising Customer Awareness About a Mundane-But-Important Topic

Two months ago we sat around a conference table and asked ourselves how we could raise awareness around our pretty boring warranty claim.

Changing the narrative around the warranty mattered because we sell aftermarket engine lubricants (motor oils and such), and manufacturers of the markets we catered to (specifically the power sports market) would discourage customers from using any brand but theirs. In the tech space, this could be akin to hardware manufacturers telling the customer to use their software if they want to preserve their computers.

In our market, the scenario we often came across was the potential customer having shelled out some serious cash to buy a cool new toy like a snowmobile or dirt bike, would then be asked to sign a pretty hefty document. This document would strongly suggest that that individual should be wary of using any other lubricants in their new toy.

The bottom line message strongly delivered: Use the manufacturer's brand. Only. Ever.

Not a big deal, unless you are the manufacturer of aftermarket lubricants for the toy. By the way, that message is crap. You are free to use whatever lubricant you want (it is your property after all).

Also, it is illegal. There is a law (The Magnusson Moss Act of 1975) that protects consumers' warranty claims. In the aftermarket lubricant market, the Act makes it illegal for companies to void your warranty or deny coverage simply because you used an aftermarket or recycled part. But unless you are following the finer points of warranties or aftermarket lubrication, and who wants to cozy up to a textbook on that, you won't want to break your warranty coverage. You won’t even consider it, even if the aftermarket lubricant might provide better protection and performance.

The Problem is, how do you make a warranty claim interesting or even sexy?

A web page or card arguing that your manufacturer can't void your warranty for "blah" "blah" "blah" is bound to get very little traction. That makes building a content marketing strategy tough. 

Leveraging Content Marketing to Make a “Dry” Topic More Interesting

1. Explore What the Messaging Is In the Current Space

In our case, we went back to customer stories and our buyer personas to figure out how can we fit the language to resemble that with which the customer is already familiar and comfortable.

Triumph Motorcycle DecalTriumph Motorcycle Decal - Travis Isaacs

The messaging our target audience resonated with was edgy, fun and exciting. The Powersports manufacturers ran messages that scored high on attitude and the desire for freedom.

Truck Decal -WonderlaneTruck Decal -Wonderlane

We surmised that our warranty message was pretty bland/generic/standard. To create a compelling message, we either had to restructure our message or be exceptional. When we reviewed the market, our warranty was not exceptional, and since we had no plans to change it, our messaging had to change.

2. Think of Ways to Integrate Your Content With Your Customers' Behaviors

The challenge we had was driving people to our website page, or to watch a video about warranties. So, we had to repackage the message in a tone customers could understand and appreciate. A cool/robust landing page was out of the question since our web development team had other priorities. The content had to be compelling.

3. Think About Closing the Loop in Reporting

We proactively tackled the question every content marketer deals with, “Did it drive sales?” by aligning with a different conversion metric — the visitor to lead conversion. We knew it wasn’t enough to just drive traffic to the landing page, or get views on the video. We anticipated the next question would be: “Then what?” To that end, we needed a way to entice people to complete an action tied to a conversion.

The "Runs on Freedom" Campaign

We built a campaign that incorporates website video and social.

The message Runs on Freedom, tied into the customer’s perception about themselves, their toys, popular messaging in the current space, channels for delivering content (online and offline – conversations happen in both channels) and mapping the journey into our buying process.

runs-on-freedom-decals.jpgRuns on Freedom Swag

Our campaign incorporated:

  • Educational PSA-Style videos talking about the customer’s rights that ran on our social media and YouTube channels.
  • A refreshed warranty page that leads with the campaign and covered the legalese in a much more approachable (and skimmable) manner.
  • A social media paid campaign targeting people that liked or followed the top power sports brands.
  • A YouTube ad campaign targeting videos reviewing new releases.
  • Free Runs on Freedom decals that visitors could request on our page, to stick on their Powersports equipment (our visitor-to-lead conversion tactic).

The Result: The Campaign Was a Success and a Failure

During the period we ran the campaign, traffic to our guarantee page skyrocketed! The first spike came during our initial ad campaign which we turned on for a few days and had to shut off shortly thereafter. The second spike followed our second social ad campaign. During this time, unique pageviews show up by 305% YOY the average time on the page improved from 48 seconds to 3 minutes and 3 seconds (235%), and the bounce rate dropped from 19.67% to 9.26%.

Traffic to our Warranty PageTraffic to our Warranty Page

We generated over 600 new leads in three weeks from people who had watched the video and wanted a decal. The project exceeded expectations by not only increasing awareness around our Warranty message but also recruiting customers as evangelists to help us spread the message.

Freedom Decal on a TruckFreedom Decal on a Truck

Where I Failed: Planning Beyond Execution

My job as a digital marketer in this scenario was to create the campaign and leverage it to build awareness and generate leads. However, I failed in one vital area: Decal Fulfillment. Our initial batch of decals ran out in the first week. The second batch, which arrived a few weeks later, also quickly ran out. The number of requests we received flooded our order fulfillment team, which had competing priorities, we had to taper down the campaign until a solution was developed.

The success of the campaign was therefore diminished. We couldn’t promote our messaging as thoroughly as we desired. A key takeaway: when building campaigns, focus on end-to-end fulfillment, not just the first steps. It takes a village.

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Daisy Quaker is an online marketing strategist focused on helping companies implement or evaluate their inbound marketing approach. She ties PPC with content marketing and marketing automation (HubSpot) to supercharge results. Connect with her on Linkedin or daisyquaker.com.
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Robb Fahrion
Thanks for the article, Daisy-ree. I'd say that fulfillment issues are a good problem to have! Very interesting article.
Daisy-ree Quaker
Robb Fahrion
Thanks Robb! I agree!
White Rabbit
Any way to reduce point of friction on the path to purchase has to be a bonus, love the idea and the intent. Great honest post. Thanks!
Daisy-ree Quaker
White Rabbit
Thank you!
I have found valuable information from your blog to work with. Each & every tips of your post are awesome. Thanks a lot for sharing. Keep blogging.
Incredible case study, Daisy!!! Appreciate the transparency and think SOOO many people can relate in trying to make "un sexy" topics marketable. Brilliant work bringing this topic into relevancy. Curious if there is a phase 2 & what your metrics of success are?

Can't wait to see what you do next, sis!!!
Daisy-ree Quaker
Britney Muller
Thank you Britney! :-)

Yes, phase 2 is making this a full campaign in a couple of markets and to events we sponsor in those markets and some geo-fencing ads around those events with the same message. Metrics will likely include leads (because it's been sucha agreat lead gen tool) but also brand mentions and hopefully higher numbers at our booth. It's been cool to see it resonate with so many of our customers as well, so there's definite momentum...

Thanks sis!!! :-)
Simon Cox
Loved that, real life, down and dirty account of trying to get some boring content to work hard - that's what real optimisation is about! Even though it wasn't an outright success I suspect it has been a brilliant learning experience for next time!
Daisy-ree Quaker
Simon Cox
Thanks, Simon! I agree continuous improvement and tweaks will make this effort a much bigger success in the long run, the fact that we had such a great response from the get-go was very encouraging. We're exploring how to add more hoprespower long term. Thanks for reading and commenting!
C. Alex Velazquez
This blow-by-blow post on campaigning is awesome. I (and I think the entire community) really appreciate the total transparency of this small (but incredibly useful) case study. Anyone who's ever run digital campaigns out there knows that no plan (even the best plan) ever 'survives first contact' ... to use a military analogy. I love the decal idea for lead gen. We've been considering doing something similar as well for our groups lead gen. Great stuff. Keep em' comin'!
Daisy-ree Quaker
C. Alex Velazquez
Thanks for the kind words, Alex! We ran the second batch over 4th of July weekend and received triple the requests compared to our first batch. It's been a small success, but a good opportunity to capture leads as a way to measure our impact.
Jon Allen
great post, thank you