Jose David Medina

Learning Launch Application

Painting Company

Challenge:

This project aims to use the Learning Launch tool to help a currently running painting and  restoration company delve into the digital landscape. The main purpose is to strengthen the  value chain within the area of marketing, creating a new influx of leads, while positioning and  creating brand awareness at the same time.

At first glance, and even though the company has been able to build stable revenue streams  throughout the years, they owe their success to the favorable market conditions and the lack of  competitiveness in the field. The other players, despite abundant, don’t employ aggressive or  structured differentiation strategies. Only a few competitors make use of robust digital  strategies, and those who do, apparently just run SEM campaigns.

That being said, The Company needs to know whether or not its market would be responsive  to both outbound and inbound marketing strategies that transcend SEM campaigns. It is too  soon to determine if placing substantial investments into social media and content marketing is  appropriate and would generate favorable conversion rates.

Selection:

A Learning Launch could provide critical information before rolling out structural changes into  the company’s value chain. Similarly, it will deliver crucial market data such as customer  acquisition costs, cost per click, responsiveness rate, cost per thousand and brand lift. Running  this test will help the company achieve scalability and build digital leveraging in the long run.

Application:

In order to better structure this Learning Launch, we will outline the steps to be taken by using  Steinert’s framework:

I.  Current Data:  a. The company is currently investing $0 in marketing  b. Competitors don’t seem to be making use of inbound marketing  c. The Company’s profit margins currently sit around 65%  d. The Company’s lead to conversion rate sits at 33%  e. Average ticket price is $4.000

f. Monthly marketing costs would be $5.000  g. The company needs to close at least 2 monthly contracts in order to cover

marketing expenses

II.  Business Hypothesis:   a. Subject X has the problem of not being able to choose seamlessly between

painting and restoration providers because:

i. Their value propositions are undifferentiated  ii. The companies are not investing in brand positioning and awareness  iii. Usage of digital marketing tools is substantially limited  iv. They are actively looking for the service and will compare between

providers

b. The Company will meet these needs better than the competitor because:

i. Customers will be approached by us before competitors do  ii. Quality content will be delivered   iii. Customers will develop a closer relationship with the brand  iv. Marketing communications will be frequent and well placed

III.  Key Assumptions  a. Conversion rates will be above 0.2%  b. Costs per click are around $0.86  c. The target audience is interested in painting related value content

i. Customers will fall into a lead magnet after consuming content  ii. Bounce rate will be below 80%

Insight & Approach:

By structuring this project as a learning launch, I managed to better understand the involved  variables. Thereby, selling the project to my client and delivering results will hopefully work  much better. Additionally, my company will now better understand short term digital  marketing goals. From now on, we will work towards confirming or disproving assumptions  instead of “going for sales”.


Jose David Medina Learning Launch Application Painting Company Challenge : This project aims to use the Learning Launch tool to help a currently running painting and restoration company delve into the digital landscape . The main purpose is to strengthen the value chain within the area of marketing , creating a new influx of leads , while positioning and creating brand awareness at the same time . At first glance , and even though the company has been able to build stable revenue streams throughout the years , they owe their success to the favorable market conditions and the lack of competitiveness in the field . The other players , despite abundant , do n’t employ aggressive or structured differentiation strategies . Only a few competitors make use of robust digital strategies , and those who do , apparently just run SEM campaigns . That being said , The Company needs to know whether or not its market would be responsive to both outbound and inbound marketing strategies that transcend SEM campaigns . It is too soon to determine if placing substantial investments into social media and content marketing is appropriate and would generate favorable conversion rates . Selection : A Learning Launch could provide critical information before rolling out structural changes into the company ’s value chain . Similarly , it will deliver crucial market data such as customer acquisition costs , cost per click , responsiveness rate , cost per thousand and brand lift . Running this test will help the company achieve scalability and build digital leveraging in the long run . Application : In order to better structure this Learning Launch , we will outline the steps to be taken by using Steinert ’s framework : I. Current Data : a. The company is currently investing $ 0 in marketing b. Competitors do n’t seem to be making use of inbound marketing c. The Company ’s profit margins currently sit around 65 % d. The Company ’s lead to conversion rate sits at 33 % e. Average ticket price is $ 4.000 f. Monthly marketing costs would be $ 5.000 g. The company needs to close at least 2 monthly contracts in order to cover marketing expenses II . Business Hypothesis : a. Subject X has the problem of not being able to choose seamlessly between painting and restoration providers because : i. Their value propositions are undifferentiated ii . The companies are not investing in brand positioning and awareness iii . Usage of digital marketing tools is substantially limited iv . They are actively looking for the service and will compare between providers b. The Company will meet these needs better than the competitor because : i. Customers will be approached by us before competitors do ii . Quality content will be delivered iii . Customers will develop a closer relationship with the brand iv . Marketing communications will be frequent and well placed III . Key Assumptions a. Conversion rates will be above 0.2 % b. Costs per click are around $ 0.86 c. The target audience is interested in painting related value content i. Customers will fall into a lead magnet after consuming content ii . Bounce rate will be below 80 % Insight & Approach : By structuring this project as a learning launch , I managed to better understand the involved variables . Thereby , selling the project to my client and delivering results will hopefully work much better . Additionally , my company will now better understand short term digital marketing goals . From now on , we will work towards confirming or disproving assumptions instead of “ going for sales ” .