Objective: Grow the Brand, Generate Leads, Expand Business Insights

Ice House America (IHA) faced a two-fold marketing challenge; showing business owners the power of the ice vending franchise, and building the franchise’s value by reaching ice vending customers. This required separate marketing strategies for two different brands, as well as separate software products. The consumer-facing Twice the Ice (TTI) brings in ice vending customers, the business-facing Ice House America captures business owners’ attention, while SMARTIce provides business analytics and tracking for business owners, and ICE2U provides features for ice vending customers. Designing a cohesive, but distinct approach for each brand and creating value for each of them required strategic thinking and a clear vision.

What We Did

Understanding the need for separate approaches to two unique audiences, we build two unique websites and two unique platforms; twicetheice.com, icehouseamerica.com, SMARTIce and ICE2U. The IHA website is designed to educate potential business owners about each ice vending model, and the TTI website builds brand value by educating consumers about the benefits of ice vending. Then, we built targeted marketing campaigns focused on high-quality content and strategic ad placement. With Google Ads, Facebook Ads, and content optimized for search engines, traffic and leads grew quickly. By integrating with Hubspot, we gathered critical data on each campaign and improved each approach, while monitoring growing leads. Building the ICE2U app further increased interest from consumers and businesses, and gave each audience powerful tools and connections to each brand. Finally, SMARTIce gave business owners robust analytical tools that other retailers can’t compare to.

• Redesigned the Ice House America website and built the Twice the Ice website to build up each brand and resonate with unique market segments.
• Built strategic marketing campaigns using ads and SEO to increase traffic and lead conversions.
• Integrated with Hubspot to access critical data and gather important insights, improving each campaign.
• Built the ICE2U app to build value for the brand and business owners alike
• Built SMARTIce to allow ice vending machine owners to track sales, schedule maintenance, detect problems, monitor machines, and more.

Key Results

In a span of three years, our digital marketing efforts yielded fantastic results; lead generation increased by 700% (8x), from about 200 new monthly contacts to about 1600. The launch of the ICE2U app brought thousands of new transactions, and continues to grow. Brand reinforcement improved recognition and awareness substantially, and helped to build key partnerships with nation-wide businesses.

• 700% (8x) increase in monthly leads
• Partnerships with nation-wide businesses
• Increased peak summer traffic for IHA by more than 200% from 2020 to 2022.
• Increased peak summer traffic for TTI 50% from 2021 to 2022
• 382% increase in ICE2U transactions
• 863% increase in organic search traffic to the blog in 2020
• Free Ice for a Year giveaway: 164% increase in app installs, 128% increase in transactions