Client Case Study
From Zero to Adelaide’s Fastest Growing Detailing Business… $415 Per Day Without Spending a Dime on Ads
Launched on the first day of COVID, Tasty rapidly became Adelaide’s top detailing business, generating consistent daily revenue as high as $266 in year 1, climbing to $415 per day in year 2.
With a peak of $6,549 in a single day and scaling to a record $10,515, we proved that high ticket offers and strategic marketing can drive massive results, without a single cent spent on ads.
A 55.89% year over year growth was the outcome of smart marketing systems, organic reach, and continuous optimsation.
Brand Concept
Tasty is a clever play on words, deliberately selected for its quirky and memorable nature.
The idea was to choose a word that would stand out, particularly in a typically mundane industry like cars, making the brand easily recallable.
What we discovered in practice was that more often than not, customers would pause and ask, 'Why Tasty? What does Tasty mean?'
Providing the perfect opportunity to explain, “we make cars look so incredible, we're essentially making them 'tasty”.
People always remembered us, and it worked like a charm.
Logo Creation
Version A | Fun Script
The script logo was a fun twist; the idea was to incorporate bright colors and non-corporate-style fonts to really emphasize that quirky nature.
By being different, we carved out our own wedge of weirdness, almost creating our own blue ocean.
Version B | Professional
By using a common font alongside the "#," we were able to create a logo that tapped into strong, existing mental associations.
The "#" is typically seen everywhere but rarely on a building.
If we could make the tag synonymous with our logo, we’d have both a logo and a viral vehicle.
The logo needed to convey an established, professional vibe, with a twist of fun from the "#," which it did well.
Location Design
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Before | Thought Process
At the time, the Adelaide market was filled with automotive businesses that spent $0 on making there shop look nice.
The dirty old shed was the norm and needed to be changed.
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After
Going in the opposite direction, we chose a bold black and off-yellow color scheme.
The shade of black gave a certain feel to our space, while the yellow accents added a fun touch.
Having a memorable visual aspect was vital, and our choice of lighting really brought the space to life.
Overall, each Tasty location was designed to feel hyper-clean, quirky, and fun.
The shop design did the heavy lifting, making sales easier because the pre-framing was spot on.
Think of high-end showrooms, they aren't dirty pieces of sh*t for a reason.
Only Post The “Sickest” Content
If we could drive attention through bold, organic branding efforts, we could build a strong moat around the business.
The approach to content was executed with a values-first mindset.
Is this content elite-level in terms of production quality? {Only put out insane sh*t).
Is this different enough?
Something as simple as music choice makes a huge difference to the feel of your brand.
This one lever shows how crucial it is to be precise in your small detail selection.
Instead of following the crowd and using stock music, we went against the grain by using unique content and music with strong existing mental associations.
This helped create brand virality in the early days.
Utilising Amazing Customer Service As A Growth Strategy
The angle was identified prior to launch.
The Adelaide automotive market similar to it’s lack of f’s on shop design, traditionally had a very sleazy approach to dealing with people.
We found that developing a heavy “helping” ethos when it came to customer service was imperative to the brands success.
From the response time across all reply channels to our post sale follow up flows.
The entire Tasty eco system was built on speed and a heavy “help first” customer approach.
By combining technology with an amazing in person experience, we were able to very quickly create a effective sticky, referral engine.
Utilising Social Psychology For Virality & Customer Stickiness.
The power of using mental associations in brand design is crucial to the success of any organisation.
We took a deliberate approach to leveraging existing customer mental associations to quickly build brand goodwill.
By partnering with established brands and engaging with the right audience through community events, Tasty was able to capitalise on powerful social levers.
Our target market was affluent car lovers.
Knowing that people love showing off their cars, we made sure to post after-visit pictures across all social channels.
The strategy was to post a high-quality photo of the customer's pride and joy, tag their Instagram account, and achieve the following:
Show off their vehicle to our audience (increase in status)
Give the customer a vehicle to reshare our brand to there followers, creating free virality.
Increase customer stick rate due to them being introduced into a business ecosystem, they feel valued and apart of a tribe.
Better Service + Growth On Autopilot With Automated End To End Touchpoints.
Through the use of automated Marketing Systems we were able to create a end-to-end ecosystem that provided our customers with extremely fast and supportive customer service journeys.
By utilising technology we were able to free up human resource, to focus on providing an even better service experience.
This one thing was contributable to solving a large portion of issues from an operations perspective again freeing up resource to pour into more viral business actions.
Both new and potential customers would flow through and back into our business at all times creating reliable, measurable and consistent business growth.
Utilising Personal Brand To Gain A Competitive Edge
We identified the early growth of TikTok as something to capitalise on.
The main premise behind the decision to pursue TikTok as an acquisition channel was that through personal branding, we could reach a larger audience faster and build goodwill by positioning ourselves as an authority.
In this case, and in most instances where this technique is used, how you are perceived in the customer’s eyes makes way to a faster decision to choose your business over others easier.
The strategy was to give away our secrets with the mindset of “teaching people not to need us”.
For Tasty, that meant Lachlan, the founder, would teach people all about detailing and the individual components of doing excellent cosmetic work on a vehicle.
This, alongside a consistent posting regime, led to accelerated growth, up to 100,000 followers in just 3 months.
TikTok's algorithm, which was structured to push content to our exact avatars in the local Adelaide market, drove significant increases in Google search volume, ultimately resulting in more sales due to our strong initial positioning.
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By understanding the way that tiktok favoured certain content we were able to come up with the content strategy that quickly made the majority of our videos go viral.
The earlier mention of a value driven approach ultimately drove a perception of authority, this coupled with tactical approach to creating educational content led to very fast, very viral account exposure.
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The TikTok account was setup to drive traffic to the tasty website, resulting in consistent very hot leads.
The leads that came through from tiktok were basically pre-sold on Tasty services, because there was an unreasonable amount of social proof that demonstrated expertise.
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Having consistent viewership was definitely a considerable advantage this personal brand angle alongside are existing social strategy for the company pages was a winner.
a Car Wash, At Your Door Step
Mobile Booking App
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At the time of launch, there was clear sentiment in the Adelaide market that illustrated to us there was an opening for a delivery mechanism that would make life easier for busy people.
Most of the time, those busy people were professionals in high-paying jobs who didn’t have the time to clean their vehicles, as it took up a significant portion of their day.
By coming up with an easy, fast way for customers to book our services on the go, it fundamentally changed our business.
We found that it brought a lot of attention because it was new, different, and somewhat akin to something like Uber.
Live Tracking
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Users were able to book directly through an app, and just like Uber, once the job was confirmed, the end user could see when our staff member was on the way and where they were.
This was great because it added an extra level of enjoyment to the customer experience.
The good thing about this setup was that the staff also had an app, which was beneficial for us operationally.
We could send jobs to our staff's own dedicated app, making the management of the operational side of the business easy.
Plus, the end customer received real-time updates, ensuring there was always a two-way sync between the business and the customer.
Customer Profiles
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In today's attention economy, it's absolutely vital to make the use of your product or service as efficient as possible.
We found that by incorporating features like one-time sign-on, where users could log in with their social platforms, and creating an app workflow that prompted customers to create an account, we were able to push notifications to that particular user throughout the time they had the app downloaded.
This made marketing incredibly easy for us.
Building on what Amazon did with their business model, we created a platform where reordering or using our product was seamlessly integrated into their life and lifestyle.
The app, its notifications, and the entire customer journey were designed to be as frictionless and easy as possible, so people could simply click a button, and we'd make a sale.