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Finding an Evergreen Source of Leads for a High-Ticket, Seasonal Business

Overview

Sport Court Nashville is a Tennessee owned & operated franchise of Sport Court, a business that has been building basketball courts and other athletic surfaces since 1974. In addition to their residential projects, Sport Court has partnered with the NCAA, United States Tennis Association, and USA Volleyball.

While Sport Court Nashville had strong brand recognition in their industry and good SEO rankings, they also had aggressive growth goals for 2018 and needed to find a way to affordably generate more prospects in a fairly small audience – high-income homeowners in the Nashville, TN area with enough land to build a Sport Court.

Having previously tried some paid social advertising and direct mail campaigns with limited success, Sport Court Nashville turned to EmberTribe to boost their customer acquisition efforts.

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Approach

The first thing Sport Court needed was an engaging & informative landing page that was built to convert. We worked with our design team to build a new Unbounce page for Sport Court and then began A/B testing different variants of copy, images, and other page elements. Through our testing, we were able to increase our conversion rate over 75% in a matter of a few months.

Once our landing page was built we began a multi-pronged paid acquisition strategy – targeting competitor, branded, and more general keywords on Google Ads and targeting a variety of interest audiences on Facebook.

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Strategy

But because the audience we’re targeting is limited in size and audience fatigue is a real concern – just like with our landing pages – we have to constantly be testing new creative concepts on Facebook. We’ve tested a variety of different single image, carousel, and video ads and have used seasonal events – like the start of summer or basketball season – in our calls to action to keep our copy fresh.

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Results

Since starting with EmberTribe, Sport Court Nashville has had no shortage of leads – over 250 – and the quality has been consistently high. Furthermore, the leads have come in at a cost very favorable considering Sport Court’s price point and the volume has remained steady when in the past they have suffered from seasonal swings in business.

Client Success Overview

Overview

Approach

Strategy

Results

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