The Knotweed Experts
Getting to the root of the problem
Existing products & services repackaged for a new market
The Grounds Care Group are already established and experienced in the removal of knotweed in the commercial sector and now they wanted to break into the B2C market. Although essentially offering the same product, B2C demands a new strategy in order to appeal to the target market – which is very different from the commercial market.
Consumers searching for knotweed removal services are often in the process of buying or selling a property and a survey has highlighted that they have a knotweed problem. Due to the invasive and destructive nature of the weed, it must be removed and guaranteed before a sale can go through. Therefore “The Knotweed Experts” sales process needed to reassure and give customers peace of mind that the problem would get sorted quickly and effectively.
The team at Maven shared our enthusiasm and passion for our new venture and contributed considerably to the strategic direction of this new sub brand. We look forward to continuing to build our partnership with them over the coming years.
One stop digital shop
The key part of the strategy was to get customers onto the website, relate to their problem and reassure them they had come to the right place to get it sorted – quickly. The site needed to be informative and professional but reassuring at the same time. Ultimately it needed to encourage and motivate customers to book a survey online as quickly as possible.
Meet the experts
The brand needed to convey expertise, knowledge and approachability in order for potential customers to believe that The Knotweed Experts could solve their problem with minimal fuss. The approach taken was to create a warm, playful brand that would empathise with the customers regarding the seriousness of their problem, but would reassure them that it could be fully taken care of by them professionally and with a guarantee.
Getting to market
The focuses of the initial marketing strategy were targeted PPC campaigns and SEO to drive traffic to the website. Once leads had been created a series of html and offline materials were used to convert leads into sales. Brand consistency throughout all touch points helped increase customer awareness and loyalty.
In just 8 weeks, The Grounds Care Group stormed the B2C market for knotweed removal. Selling their expertise, knowledge and services through a strategy focused on consumer searching and purchasing habits has yielded positive results. With over 25 hot leads generated per week, The Knotweed Experts continues to expand and invest in its future. The success of The Knotweed Experts MVP model has encouraged The Grounds Care Group to explore new opportunities within other areas of their business using Maven as the driving force to getting these ideas to market.