Williams Comfort Air had been a happy client of Fat Atom for several years. Together with their Marketing Director Suzi Nichols, we were getting awesome results, helping them grow to $30+ million in revenue. In 2014, WCA Group was bought out by a larger company, who took all of their marketing in-house and left us out in the cold.
This is the story of how and WHY they came back to Fat Atom, and continue to stay with us.
SPOILER ALERT: Fat Atom spent 14% less in third-party advertising fees while getting a 57% increase in leads with 69% decrease in cost per lead!
When the original owners of WCA Group bought their business back in 2015 and added locations outside of Indiana, they put out an RFP for marketing services and Fat Atom responded but sadly, didn’t win.
Our proposal was priced higher than all of our competitors.
WCA Group decided to go with another local agency that would charge less than what Fat Atom had proposed.
Toward the end of 2015, with campaigns not getting the results they expected, Marketing Director, Suzi Nichols grew concerned. Her new marketing partner wasn’t doing things like updating and testing landing pages, and the SEO portion of their contract wasn’t being fulfilled.
Suzi hired Fat Atom to conduct a marketing audit to analyze everything that WCA Group was doing digitally including their SEO efforts. When our audit showed major flaws in how campaigns were being managed, WCA Group decided to become our client again.
Starting Over with Fat Atom
The other agency owned all of WCA Group’s third party advertising accounts and blocked WCA Group from receiving any of their campaigns or data.
WCA Group paid for a year’s worth of work, but got no information on their campaigns and had to start from scratch.
Fat Atom built WCA Group’s new marketing campaigns, in their name, the right way, from the ground up.
38% increase in clicks
Fat Atom got 38% more clicks than the previous agency
57% increase in leads
Fat Atom got 57% more leads than the previous agency
69% decrease in cost per lead
Fat Atom spent 14% less budget than the previous agency leading to a 69% decrease in cost per lead (and passed those savings on to WCA Group)
In 2017 and 2018 we did even better, getting the following results compared to our first year of working with WCA Group:
Fat Atom increased leads by another 30%
Fat Atom lowered cost per lead by another 45%
And We Didn't Stop There...
We introduced WCA Group to new tactics, such as: direct mail remarketing, display / social remarketing, Facebook advertising, Google Local Services Ads, Yelp advertising, and many others. These tactics have created an additional source of leads that WCA Group previously missed out on.
Direct mail remarketing, display / social remarketing, Facebook advertising, Google Local Services Ads, Yelp advertising, and many others
We didn't just increase leads, these are quality leads. We know the difference and so does WCA Group.
Our number 1 goal is to reduce the amount of money WCA Group pays while increasing the number of quality leads they receive from our efforts. This drives every decision we make.
These tactics have created an additional source of leads that WCA Group previously missed out on.
Google Local Services ads alone have brought in over 370 leads in a six month timeframe
Yelp has brought back a 11,300% ROI.
“...As in our own business at WCA Group, we are not perfect. We make mistakes, but we own them and make them right... period. I think that the same can be said of the Fat Atom team. Whenever we have had a misstep, which rarely happens, they have always owned it by bringing it to my attention and then offering options to make it right. This is the highest compliment that I can pay them. While you will find many companies that can do the same work, you won’t find many that stand behind it completely and transparently.”
// Suzi Nichols, Marketing Director, Williams Comfort Air Group
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