How we drove a 562% return on investment for Bumblebee Ice Cream
- Increase the number of reservations being
- Increase revenue being earned
- Gain a better understanding of marketing
efforts and results
Maintain (or Grow) Revenue Despite Covid-19.
Bumblebee Ice Cream came to MINDSCAPE in March of 2020. Like many businesses at the time, they were worried about the effects COVID-19 could have on their business and wanted to find a way to maintain, or, if possible, grow their revenue. Bumblebee did not have a large marketing department so they needed a marketing agency that would be able to lead the charge.
Additionally, Bumblebee worked with a paid media agency in the past who left them feeling completely in the dark. They did not feel like they had a good grasp on what the company was doing or what the results of their investments were. So, while they wanted to be as hands-off as possible, they also wanted to stay informed.
- Lack of traffic to the website
- No specific experience built or different personas
- Lack of high-quality visual assets
How do we generate interest when no one is having events?
Upon reviewing Bumblebee’s website, we quickly realized that we would need to drive additional traffic to the website to increase the number of reservations placed and the revenue generated. There simply wasn’t enough traffic coming to the website for Bumblebee to realistically hit their goals.
There were also a few issues with the overall user experience of the website. While there were pages dedicated to each type of cart and truck Bumblebee offered, these pages did not provide all of the information a user would need to make their decision.
Lastly, we noticed that they were significantly lacking in visual assets. As an ice cream truck and cart rental company, we knew it was extremely important for Bumblebee to have high-quality photos of their ice cream treats, the carts and trucks customers were renting, and experiential photos of individuals enjoying the experience ice cream carts and trucks provide.
- Create a paid search, Linkedin, and Facebook
- Create custom landing pages for our two
- Schedule a photoshoot to produce more enticing
Let’s create a campaign that drives
After doing some preliminary keyword research, we identified paid search as the perfect channel to drive more traffic to Bumblebee’s website. The keywords had plenty of volume and were inexpensive enough to make them worth the investment. We knew there were prospects who likely had interest in ice cream cart and truck rentals but did not have it top of mind, so we also launched a paid Facebook campaign to target average consumers and a paid Linkedin campaign to target Bumblebee’s corporate audience.
To address the user experience issue, we created two custom landing pages — one that addressed the goals, needs, pain points and challenges of our average consumers and one that addressed our corporate audience. We were also able to get a photo shoot scheduled with the client so that we would have better visual assets to go to market with.
- 562% return on investment
- 149% increase in website traffic
- 60% increase in reservations made
- 430% increase in phone calls made via the website
A 562% return on investment… and that’s
After approximately 8 months of running the campaign, Bumblebee has seen 60% increase in total reservations YoY, a 149% increase in traffic to the website YoY, and a 430% increase in phone calls made via the website YoY. Perhaps the most impressive stat though is the 473% return on investment the campaign has generated thus far. We think it is safe to say that the campaigns have been well worth it for Bumblebee.
“The work that the MINDSCAPE team did on our website, ads and running our campaigns exceeded our expectations. We have been so busy that we are running hard to meet the demand. We are so thankful to have a partnership with MINDSCAPE where we are able to work our business and completely empower them to deliver on our goals, as they have consistently achieved and surpassed them.”
– Brian Lawrence, Bumblebee Ice Cream