Mirosad — landscaping for homes and country houses

ClientMirosad, plant nurseryNicheLandscaping, MoscowGetting to know the project, we ran a full audit of the internal processes, the market size and the sales channels. Landscaping has grown several times over the last 3 years, along with city improvement programmes and demand for local plants. Which also means heavy competition between nurseries and plant stores for every client.

Mirosad had an unusual problem — too many leads with poor qualification. The sales team was drowning in requests and selling little. All because the bulk of the leads came from Avito.

That is both good and bad at once. On one side the company grows, there are sales and revenue. On the other the team is buried in work, profit does not grow in step with turnover, and it is unclear how to scale.

To break out of a closed circle you always need a fresh look from outside. When you solve routine problems every day, the eye gets used to them and there is not always enough clarity to spot the points of growth.

Before building something new you have to look carefully at what is already there. We dug deep into the marketing and sales analytics, went through hundreds of client chats and listened to dozens of manager calls.

The next step was branding, so that visually and in meaning the company would stand apart from competitors, earn trust and grow repeat sales.

We worked out the design concept and a new logo, wrote the positioning and the unique selling proposition, put together the structure of the site, the texts and the meanings, approved the skeleton of every block, built it and set it up.

On Avito we built systematic work with posting and refreshing the product cards. We brought in a photographer and shot the staff at the nursery among the plants, so we would stand out with tasty photos. And the simpler the better.

top-1on Avito for the key search queries within 3 weeksWe added budget to buy the search traffic for key phrases inside Avito itself. In 3 weeks we came top-1 for «buy thuja», «thuja smaragd», «thuja brabant», and top-3 for «buy pine» and «buy spruce».

And after that we walked into Yandex Direct, VK Ads and SEO with both feet. We looked at the ad market in our niche once more, then built the campaign architecture step by step, made tasty creatives with thujas, pines and firs, and launched on a conversion strategy training the campaigns on the target action.

In parallel we took on the b2b channel — this part is interesting. We need construction and landscaping companies that want a supplier with a good volume of large plants. How do you reach them?

We took a parser and built a two-level base of companies and decision makers, as many as we could find in Moscow, and set up an auto-dialer with a fat 40-second script that hits the pain of the market and collects a call to action for a meeting with a manager. So, the question. What happened next?

Results

18Mroubles a month and 233 purchases on 400 thousand of ad spendIn a month we earned 18 million roubles, raising the average check, the return rate (RR) through better loyalty and the efficiency of the ad cost share. In total we got 233 purchases in retail, spending 400 thousand roubles on ads.

6 ₽per target lead in b2b: 38 new counterpartiesIn b2b we brought in 38 new counterparties, collecting more than 200 target leads at 6 roubles each with the auto-dialer and a good script.

In the sales team we kept 3 managers on retail and two personal managers for wholesale clients. All the rules, scripts and touchpoints were rewritten from scratch.

The result is worth loving your work for.