Case Study: AAA Pool Service, Wheeling, IL
Using Research to Identify Effective
For marketing to produce results, every component of the
operation must work in concert; the right message must reach the
right audience through the right channel at the right time. Case in
point: AAA Pool Service.
Simple Machines' research indicated that potential buyers within
AAA's market were perceiving pool maintenance service as a
commodity. With perceived quality of service relatively constant
across competitors, potential clients appeared to be more concerned
about things like trustworthiness and punctuality. Given AAA's
relentless commitment to reliability, there existed an excellent
opportunity to carve out a powerful position within the market.
Simple Machines designed a website that was modern, flexible,
and supported all of the brand and messaging objectives that would
effectively differentiate AAA Pool Service in a competitive market.
Next, Simple Machines designed and executed a strategic SEM
campaign, blending organic search optimization with targeted PPC
ads to take advantage of what Google usage data identified as a
growing number of web searches for pool maintenance services.
Over the course of just 5 months, AAA's website traffic more
than doubled. Visits from designated 'high value keyword' (HVK)
traffic -- defined as searches that indicate first time visitors
that hadn't previously heard of AAA elsewhere -- grew by more than
"My organic rankings have been so high
that I don't think I will [need to] resume a PPC campaign next
spring, which will save me considerably."
- Pat Downes, Owner of AAA Pool
By aligning AAA's message and strategy with the opportunities
present in the current market, Simple Machines was able to help AAA
execute the best channel to reach its audience effectively. The
result was dramatically increased sales over just a matter of
months -- and putting AAA in a position for even greater success
"My experience with Simple Machines
Marketing has been nothing but positive. They delivered on all they
said they would and did so in a timely manner… most importantly,
business is up from last year."
- Pat Downes, Owner of AAA Pools
For over 15 years, AAA Pool Service has been keeping Chicago
suburbanites happily poolside by applying an old-school work ethic
to modern swimming pool maintenance and repair. Since day one,
AAA's trademark punctuality and reliability have translated to high
customer retention levels and steady growth via referrals.
With the economic downturn cutting revenue from the industry as
a whole, Harry and Pat Downes, owner of AAA Pool Service, knew that
it was time to get more aggressive than ever with their marketing
efforts -- and that the internet was the way to get it done.
However, they were unsatisfied with their old website and didn't
know where to begin to create visibility and drive traffic -- so
they turned to Simple Machines Marketing.
Simple Machines Marketing began the process with a complete
re-evaluation of AAA's marketing strategy. After researching AAA's
market and competitors, Simple Machines Marketing delivered
recommendations for a branding, messaging, and digital channel
execution plan. Simple Machines Marketing built a modern, agile
website in the image of AAA's new message and executed a strategic
SEO campaign, blending organic optimization with targeted PPC