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CASE STUDY :
Barga Salvage Auctions
MARKETING STRATEGY + PLAN | WEBSITE UPDATES | SOCIAL DEVELOPMENT | EMAIL MARKETING | SEO
Project
Overview :
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Develop a sustainable marketing strategy and recurring deliverables for Barga Auctions – an online insurance salvage dealer that focuses on offering a diverse range of insurance salvage items to different audiences across Canada.
Client Goal : Increase the number of registered bidders on the online auction platform.
The Challenge :
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As an online salvage auction platform selling items heavily targeted towards mechanics, farmers, and rural audiences, one of our primary challenges was increasing engagement across a diverse audience of largely men between the ages of 25-65. Creating an education-forward social and email presence as well as working with the host developer to ensure the website was accessible, responsive, and easy to navigate was our priority.
The Solution :
1. Clarify Barga’s unique brand story, target audiences, and value propositions.
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Whether visiting Barga.ca to find vintage furniture for your home or farm equipment for parts, Barga’s value lies in the accessible nature of its online platform and its ability to offer low-cost options for DIY and repair minded folks across Canada.
Their main demographic and largest item stock comes from heavy equipment, farming, recreational vehicles, and construction materials. We chose to create a brand voice that was simple, masculine, and offered clear messaging around the quality and use of the average auction item.
2. Update the UX of the auction platform to create a seamless and intuitive user journey that converts visitors to bidders.
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Barga’s initial website had a confusing layout, unclear call-to-actions, a redundant and cluttered menu, and a high bounce rate. Taking all of this into consideration, we collaborated with third-party auction platform developers to update the user experience. This involved creating a more intuitive site flow, incorporating appropriate call-to-actions, clarifying content, and condensing the menu.
3. Develop messaging that reflects Barga’s value in order to influence intended audiences to visit the auction platform.
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Once the platform was in a position to convert visitors to bidders, we needed to make sure the right audiences wanted to visit the platform.
Our team to developed clear, educational, and aspirational messaging around the average auction item and its potential use-case, the benefits of visiting Barga before buying new, and direct messaging that quickly communicated the cost-saving opportunities of using Barga.
4. Drive relevant traffic to website via social media and digital ad campaigns.
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The final step required to acquire registered bidders on the website was to leverage brand awareness ad campaigns via boosted social media posts, as well as other digital ad campaign avenues such as Google Search Ads.
By consistently posting relevant topics on social media, we not only built Barga’s social presence to be an informative and educational destination for potential customers, but we also created a wide breadth of content to use for boosted social campaigns.
Results + Findings :
50% decrease in website traffic bounce rate.
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Before partnering with Danger Dynamite, Barga’s website had a bounce rate of 76%. We took on a comprehensive UI/UX analysis and redesign to ensure long-term accessibility + ease of use. Within 6 months of implementation of our website strategy, Barga’s bounce rate dropped from 76% to 29%.
212% overall increase in new registered online auction bidders.
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After several months of implementing the marketing strategy, plan, and month-to-month recurring deliverables of ad campaigns and social media, Danger Dynamite successfully achieved Barga’s goal of increasing the number of registered bidders on the online platform. We increased the average annual new bidder rate by 130% in the first year and 212% in the second year, for an average of 170% over 2 years.
630% decrease in Cost Per Acquisition numbers.
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Our meticulous approach to optimizing ad campaigns on platforms like Google Ads and Facebook was highly effective. Over the course of a few months, we were able to reduce the cost per new bidder acquisition by 630%. We not only exceeded Barga’s expectations, but also established a consistent upward trend in customer acquisition efficiency.
This results demonstrate the power of data-driven strategies and creative campaigns, paving the way for continued growth and success for Barga.
A clear, organic increase in genuine customers across social media.
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After inheriting Barga’s assets from another agency, we worked to increase meaningful engagement through Instagram, Twitter, Facebook, LinkedIn, and through email marketing. Barga’s followers largely consisted of bots or users who were not based in Canada. We worked to develop clear, location-based marketing that was platform specific to engage new, authentic users, users who registered as bidders, and build meaningful connection to communities in Canada through their charity work.