sasag Kabelkommunikation AG.
Building an improved online sales strategy and increasing visibility through various marketing channels

sasag Kabelkommunikation AG is a local internet service provider in the canton of Schaffhausen in Switzerland. The collaboration with GANDT began with a focus on their customer growth, resource development and increase in visibility. The first objective was to increase sasag’s brand awareness and online sales while increasing their performance marketing efficiency. The creation of a coherent online user experience on sasag’s online shop was crucial for the growth of the business and long-term customer relationship management. This allowed the teams to develop an understanding of customers’ interact with the brand, which was key in determining what impact online marketing measures could have on sasag’s local store.

sasag Kabelkommunikation AG is a local internet service provider in the canton of Schaffhausen in Switzerland. The collaboration with GANDT began with a focus on their customer growth, resource development and increase in visibility. The first objective was to increase sasag’s brand awareness and online sales while increasing their performance marketing efficiency. The creation of a coherent online user experience on sasag’s online shop was crucial for the growth of the business and long-term customer relationship management. This allowed the teams to develop an understanding of customers’ interact with the brand, which was key in determining what impact online marketing measures could have on sasag’s local store.
Decreased the complexity in the checkout funnel, and as a result, increased on-page efficiency
Lowered bounce rate by 10% and increased time on page by 30%
Increased interaction rate: +60% longer session durations and +18% more pages and sessions
Increase in presence on digital advertising channels

Initial Situation.

For over 40 years, sasag has been the reliable partner for communication. They provide internet, mobile, TV and telephone services for private and business needs. In 2020, sasag had 50-60% market share in Schaffhausen but was having difficulties in growing. Mobile product was just recently launched, they had a faster order completion compared to the competition, but their website had room for improvement in terms of structure and user journey. With these main focus points in mind, GANDT and sasag worked together on finding solutions which also allowed for improvements elsewhere. Indeed, an initial analysis of their current situation allowed GANDT to set clear objectives that would strategically lead the business towards achieving these goals.

 

To visualise these goals, sasag voiced some concerns right at the start of the collaboration with GANDT. Transparent communication allowed for both teams to work together with a solution focused mindset. These concerns were:

  • Difficulties to grow in number of customers and uncertainty about how to increase the brand awareness
  • Limited resources and time to invest in further optimizations on their Google Ads account and website
  • No visibility on how well their marketing efforts were performing
  • The B2B Sector was not promoted digitally

 

As the work progressed, some of the main results which were considered as progress in regards to the goals initially set, were the development of conversion tracking, less steps before checkout, increased efficiency in terms of Google Ads and the creation of a Content Marketing Strategy. Gradually each concern was dealt with and the development of their online sales strategy became increasingly fruitful.

Project Plan.

  • 01
    Phase 1: Goal Setting

    In the first phase GANDT took the time to get to know the client and their business. It is a firm belief that before working together, businesses must develop an understanding of who they are, what their current strategies are, and why they do things, before deep diving into their marketing efforts. As the relationship began to form and the communication became more regular and transparent, they were able to understand their pain points and respective goals. This allowed GANDT to focus on solving these issues in a strategic way, and set up a plan together formed of key objectives.

  • 02
    Phase 2: Discover

    Developing and working through the strategy phase resulted in obtaining answers that served as material for two marketing audits. These were carried out in the second step.

     

    • External marketing audit

    The external audit served to analyze the market potential, the positioning of the competitors and the perception of the brand and advertising material among consumers.

     

    • Internal marketing audit

    The analysis of the existing marketing activities based on the channel mix was key in this second phase. The analysis was also stretched over connected areas such as online marketing efficiencies, channel deep dives, budget allocation, general set-up factors as well as the organizational structure. Each area was as important as the other to analyse due to their interconnectedness and impacts.

  • 03
    Phase 3: Acceleration

    Concrete implementation strategies emerged from the insights derived from the previous marketing audit, which led to successful operational results with the services of online marketing support. As a result, the following steps were taken:

    • Restructuring and maintaining their Google Ads account
    • Starting and maintaining Microsoft Ads account
    • Starting and maintaining Social Media Marketing account
    • Setting up conversion tracking and Google Tag Manager
    • Restructuring their website together with the client for:
      • SEO
      • User Journey
      • Check out
  • 04
    Phase 4: Enablement of the Client

    When GANDT started the partnership with sasag, they had not explored the use of social media marketing. Thus, they set up a strategy and started sasag’s first social media marketing campaigns. Throughout the following year, they developed and maintained their social media marketing efforts. After several coaching sessions and deciding to continue serving as a sparring partner, GANDT successfully handed over all operational social media efforts to the client, which they now carry out independently.

Contact.