BioGill

Background

BioGill North America is an Australian-based wastewater solutions company that entered into the U.S. market in 2018. Its main objective was to capture market share among the growing list of thousands of craft breweries via introduction of proprietary wastewater treatment technology.

BioGill hired Voom Creative to design, launch and manage a national 11-month campaign, which focused primarily on coastal regions and specific states where wastewater surcharges are high and wastewater disposal is closely monitored and/or regulated. The campaign targeted brewery owners and brew masters through an integrated campaign of print and digital advertising, direct mail, telephone cold calling, videos, a webinar, an ROI calculator, white paper, tradeshow strategy and a campaign website. Voom Creative’s role included market research, design and implementation of all marketing tactics, and monitoring/reporting on monthly KPIs through a custom-created dashboard.

Services

Brand Campaign Strategy, Media Planning & Buying, Video, Marketing Collateral

Industry

Utilities

Awards

MarCom Award, Platinum
(Direct Mail Campaign)

Hermes Award, Gold
(Integrated Marketing Campaign)

Download the Case Study

a view of BioGill's materials on different screens

Core objectives for BioGill were to generate “marketing qualified leads” (MQLs) among a subset of craft brewers in key states and create an integrated marketing approach to educate potential buyers of key benefits, long-term cost savings and a specified ROI of BioGill’s water solution technology. These benefits could then be distributed to MQLs for deeper engagement, with the ultimate goal of converting a subset of MQLs to “sales qualified leads” (SQLs). Ideally, potential buyers would then request a quote and proposal from BioGill.

Through extensive research of BioGill’s target audience attributes, including buyer behaviors and key pain points, we generated relevant, educational and motivational messaging within focused communication channels. Targeted deployment of marketing assets, advertising, and development of a unique, free online ROI calculator wherein potential buyers could determine an “investment return horizon” for their individual businesses were also included.

As a result of targeted marketing that focused on education of water treatment solutions, BioGill’s sales pipeline more than tripled during the promotional period. Lead volume generation was so successful that at one point, the campaign was paused to allow BioGill personnel to catch up on lead outreach.

Additionally, to allow for greater efficiencies in marketing spend, we created educational sales materials with a long shelf life.

The direct mailers we created for BioGill won an international 2019 Hermes Gold Award, while the entire integrated campaign won a coveted international 2019 MarCom Platinum Award.