The Challenge
The Clear Idea creates stunning mobile showcases and parade floats for premium brands. Despite their impressive work that regularly garnered social media praise, they faced a critical business problem.
“It has always been feast or famine,” explained owner Jonathan Bramley. His previous business relied entirely on word-of-mouth and past relationships. With no predictable lead generation system, they cycled between frantic busy periods and desperate lulls.
Even more shocking: Jonathan’s ex-partner firmly believed “No one fills forms on the internet!”
The Opportunity
Jonathan approached me about generating leads for a new offering, but I quickly identified a better opportunity – focusing on an existing high-value service first.
Their parade float service for major brands was perfect. They had:
- Excellent case studies with stunning visuals
- Clear understanding of their ideal clients
- Deep knowledge of client motivations and needs
Their goal was ambitious yet specific: be fully booked for the 2019 London Pride Parade 5-6 months in advance, exclusively with high-end clients who valued quality over token gestures.
My Approach
After analyzing their minimal website traffic (only 10-20 daily visitors), I conducted a discovery workshop to understand:
- Their past clients’ profiles and decision-making structures
- What motivated premium brands to invest in parade events
- The specific pain points and questions that arose during sales conversations
I role-played sales scenarios with Jonathan taking on the role of his best clients, revealing crucial insights that shaped our strategy.
The Solution: A Lean, Targeted Funnel
Rather than expensive campaigns, I created a simple, effective funnel:
- A lead-generating landing page with dual CTAs:
- High-risk primary (schedule a call)
- Low-risk secondary (download valuable guide)
- A squeeze page offering a valuable e-book
- A concise 9-page guide: “How to Execute an Amazing Pride Parade: 9 Things That Most Brands Forget”
- Strategic links from existing content already receiving Google traffic
The landing page design balanced their premium positioning with the playful spirit of pride parades – using cocky, funny language that matched their creative float designs.
View landing page in full size
The Results
Once launched, the leads began flooding in through their connected Hubspot, including numerous Fortune 500 brands. Their first-ever online lead generation campaign delivered beyond expectations.
Jonathan’s testimonial says it all: “Working with Raj is such a pleasure. Not only does he try to understand your problems, he tries to understand the problems of your customers too. This inquisitive mindset leads to great results. We’ve worked together on a few projects now and I can honestly say he has over-delivered on every occasion.”
The Clear Idea went from “no one fills forms on the internet” to a predictable pipeline of premium clients – all without spending a penny on advertising.
I can honestly say he has over-delivered on every occasion
Working with Raj is such a pleasure. Not only does he try to understand your problems he tries to understand the problems of your customers too. This inquisitive mindset leads to great results. We’ve worked together on a few projects now and I can honestly say he has over-delivered on every occasion. I look forward to working with him again soon and you should too.
Jonathan Bramley, Founder / CEO, The Clear Idea, UK.