Promote air conditioner cleaning services using messenger marketing

Messenger marketing: a new tool for online promotion.

Our agency was contacted by representatives of a Kyiv-based company that has been installing, cleaning and repairing air conditioners for over 15 years. We signed an NDA with the client, so we won't disclose the company's name.

857,93 $

advertising campaign budget

1497

subscribers in the bot

0,57 $

price of a chatbot subscriber

36%

conversions to consultation

539

consultations

1,59 $

price of consultation

361

of total sales

Details

Location

Kyiv, Ukraine

Target audience

Offices and business centers

Niche

Maintenance of air conditioners

In anticipation of the summer season, the client wanted to launch an air conditioner cleaning service that needed to be promoted, targeting an audience such as offices and business centers that have several air conditioners in their premises.

The price for air conditioner cleaning services starts at 500 UAH, and practice shows that more than 30% of people were closing for additional services.

Since the competition in this niche is quite high, the client wanted to test new traffic sources for themselves. We offered to promote them using messenger marketing. We worked out two approaches to solving this problem:

– Promotional direct offer with air conditioner cleaning
– Ice-magnetic funnel with closure for consultation

Consider the advantages and disadvantages of these funnels

Funnel with a promotional offer:

The pros:

attracting the hottest lead – targeted appeal
fast conversion from an appeal to a deal
short sales pipeline
collecting a base of warm users to train the neural network

Cons

banner blindness of users
low awareness of the need to purchase the service
more expensive lead

Funnel with an offer to download the ice magnet:

Pros:

cheaper subscriber from advertising = more subscribers in the database
organic reaching of the audience through content
loyalty and trust
higher chance of getting a conversion thanks to the right links and taps inside the funnel

Cons:

increase in the sales funnel (longer path)
the user can download the lead magnet and immediately leave the funnel

The Challenge.

Client: a company that installs, cleans and repairs air conditioners
Target audience:offices and business centers
Goal: Receive requests for air conditioner cleaning
Traffic Source: Facebook
Object of promotion: Chatbots with closing for a consultation and a promotional offer

Work progress

Strategy analysis and development

We analyzed the client's niche and identified the key features of the target audience, focusing on offices and business centers. We developed a Customer Journey Map to understand how potential customers will interact with the funnel and perform the target action - sign up for a consultation. We identified two promotion strategies: a funnel with a promotional offer and a lead-magnetic funnel with a closing for a consultation. We evaluated the pros and cons of each approach.

Creating funnels in a chatbot

We developed a chain of messages with a promotional offer, including a discount coupon and a simplified activation process. We implemented a warm-up and pressing chain for those who did not activate the coupon, with reminders and additional messages within 3 days. Added the functionality of booking the time and date of arrival of the master. Prepared a mini-menu for getting to know the company, including the sections “About the company”, “Reviews”, “Cases”. Launched an upsell chain for related services.

Set up and launch advertising campaigns

Prepared metrics and links within the platform for tracking. Created and installed retargeting pixels for accurate conversion tracking. Set up Facebook advertising campaigns, testing different audiences and creatives. We tested different audiences and selected the most effective ones. We launched traffic and started building a database of bot answers to common questions. We regularly analyzed campaign performance, adjusted the tunnel and strategies.

Analysis of results and scaling

At first, we tested the funnel with a promotional offer and received 14 signups for $4.64. However, due to the lack of closures for the paid service, we switched to the lead magnet funnel.

Working on the project of air conditioner cleaning services

First, we needed to work out the foundation of the client’s niche and create a Customer Journey Map. This will help us understand how the user should interact with the funnel in order to complete the target action – sign up for a consultation.

After working through this stage, we started implementing two funnels on the Smart Sender platform:

Chatbot with a promotional offer: coupon, discount, etc.
Lead generation with closing on a special offer

A customer sees an attractive promotional offer in an advertisement
The customer goes to the “LGT” mini-page and chooses a convenient messenger
A chain of messages confirming the phone number to activate the coupon -> in case of activation of the offer -> a message to the manager
If there is no coupon activation: a chain of messages with a warm-up and click within 3 days
In the chatbot, it is possible to make a reservation with a choice of the date and time of the master’s arrival
After activating the coupon: a chain of messages with the rules of using the coupon and other information
To remove objections and get acquainted with the company, a mini-menu is sent to display the “About”, “Reviews”, “Cases” or other buttons with a more detailed description
UpSale: a chain of messages with additional sales of related services – 3 days
After passing the funnel, getting into the database for future mailings
Uploading the database to CRM

Lead magnet funnel with closing for a consultation

The customer sees a useful lead magnet (instruction, checklist, video, etc.) in the ad with an offer to get it in one click
The customer goes to the LGT mini-page and chooses a convenient messenger
The customer gets to the chatbot and receives a welcome message
A chain of messages that gives a lead magnet
Lead generation and closing for a consultation through useful content
If there is no closing for a consultation: warm-up + push notifications within 3 days
UpSale: a chain of messages with additional sales of related services – 3 days
After passing the funnel, getting into the database for future mailings
Uploading the database to CRM
Recording a video tutorial for independent work with a chatbot

Results of work with messenger marketing

Key results

857,93 $

advertising campaign budget

1497

subscribers in the bot

0,57 $

price of a chatbot subscriber

36%

conversions to consultation

539

consultations

1,59 $

price of consultation

361

of total sales

Initially, we decided to test the funnel with a direct offer, and received 14 registrations for $4.64. In the end, there were no closures for the paid service, so we focused on the lead magnet funnel, which achieved the following results:

Spent: $857.93
Bot subscribers: 1497
Chatbot subscriber price: 0.57$
Conversion to consultation: 36%
Consultations: 539
Price of consultation: $1.59
Conversion from consultation to purchase: 67%
Total sales: 361
Customer value:$2.37

Average check: 2000-2500 UAH (3-5 air conditioners) +22% additional sales of other services

Conclusions

Promotion using messenger marketing proved to be extremely effective. Although the first option of promotion with the help of a promotional chatbot did not give proper results, the introduction of a lead magnet funnel helped to realize the client’s task and attract the required number of applications for a consultation with the subsequent closing of the purchase.

Are you interested in promotion with the help of turnkey messenger marketing? Leave a request and our specialist will advise you in detail.

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