Overview
Greener Race, a refrigeration and air-conditioning contractor based in the Eastern Suburbs, joined Little Aussie in 2019, transforming their business approach from competitive online “pull” advertising platforms to targeted local “push” advertising.
Pull advertising focuses on attracting customers who are already searching for what a business offers. It often involves methods like search engine optimization or content marketing that draw customers to you when they have a specific need. Push advertising involves proactively delivering your message to potential customers, even if they aren't actively looking for your product or service.
Challenges
- Price competition: Struggling with price-focused platforms that focus on meeting demand from already-interested customers
- Geographic inefficiency: Excessive travel time between jobs
- Marketing expertise: Needed for seasonal content and promotion
- Customer qualification: Finding serious buyers versus price shoppers was becoming increasingly difficult using online platforms, with pay-per-lead pricing models.
Solutions
Little Aussie Communities addressed these challenges by providing:
- Category exclusivity: Greener Race was the sole provider in their service category, promoted across all Little Aussie's community platforms
- Geographic focus: Concentrated local customer base
- Seasonal content: Professionally managed advertising content
- Semi-qualified leads: Access to quality-focused customers
Results
- Improved efficiency: Reduced travel time from 45 to 5-10 minutes per job
- Business growth: Ability to hire more staff, including apprentices
- Regular maintenance work: Established recurring revenue stream
- Higher conversion rates: Less price sensitivity from Little Aussie customers
