FG-Groep
FG-Groep is a group of six formulas within the kitchen and plumbing industry known for Keukensale and Sanisale, among others. The cooperation between the FG-Groep and Abovo Maxlead started in 2021 with a total package of offline & online marketing services.
Online marketing and physical purchase
One of the biggest challenges is the link between online marketing activities and the physical purchase of bathroom and/or kitchen in a store.
Omnichannel customer approach
We developed several new websites which are also optimized for SEO, we also provide all offline media (TV, radio and print), manage Google Analytics and the SEA campaigns. Through the use of Max Leadmanager (MLM), among others, we were able to link all of this together.
How our SEA efforts got us nominated for Local Campaign of the year at the European Paid Media Awards you can read in this case.
Mapping everything
We run local SEA campaigns for all 85 showrooms in the Netherlands, each with its own catchment area. This catchment area is determined and tuned per location through area analysis and location strategy based on willingness to travel, population density and type of homes in the area.
Each showroom has its own set of campaigns aimed at making appointments in that showroom. Because you make an appointment through the website and buy your kitchen or bathroom offline (in the showroom), the challenge was to tie together this entire process from lead to purchase, link it, and thus make the entire performance insightful.
Max Lead Manager
Franchisees of the branches use MLM for lead collection, management and distribution. MLM maps the entire customer journey and is therefore the spider in the web and fulfills a very important role in collaboration.
Max Location Manager
In addition to MLM, Max LocationManager is also set up so that location information (such as opening hours and appointment schedules) can be managed locally.
In-store appointments can now be made based on current availability.
Results
Our SEA specialists can specifically optimize their campaigns and work because MLM is linked to Google Analytics and Google Ads. The leads that actually proceed to purchase can be traced back to keyword level. This allows us to demonstrate and increase the actual effectiveness of our campaigns.
Not only the SEA campaigns, but all other online activities are linked. Thus, the most profitable marketing channels and media budgets are deployed based on results and not gut feeling.
