Luftnote: the store and its outbound
Luftnote
- Conversion System
- GTM System
The problem
Scent marketing is an unfamiliar purchase for most local businesses. The site had to explain it and sell a device and a scent, and outbound had to start conversations with owners who were not looking for it.
The mechanism
The store, web applications and buying journey were rebuilt around how businesses choose a scent: by industry, room and device, with a scent calculator guiding the choice.
Outbound to local businesses ran on its own offer and campaign architecture, with market research, pricing and competitor mapping underneath both systems.
Website and outbound were built as 1 funnel: the campaigns point at pages written for the same buyer.
The 5% reply rate comes from the local-business outbound campaigns. The 3 campaign lanes are the strategy pack delivered with the build.