Entry of the manufacturer of paving slabs Onyx to the Moscow market
Starting without a budget for recognition: research, packaging and careful warm-up before advertising.
CPL
757 ₽
Qual. lead
2 396 ₽
Market
Moscow
Approach
Castdev + warming up
Product
Paving slabs
Region
Volgograd
Target
Entering the Moscow market
Project format
CRM + end-to-end analytics + communication automation for the premium segment.
About the client
Onyx is a manufacturer of paving slabs from Volgograd. In the region, the brand is recognizable and sells consistently, but in Moscow they did not know about the company.
The task is to enter a new market without relying on “loud” advertising and quickly receive applications.
Situation
The Moscow market is overheated, trust in regional brands is lower, and competitors are familiar to the client.
- High competition in Moscow
- High level of expectations for service and quality
- Low trust in the “regional brand”
- You can't win with advertising alone
Project objectives
Understand who buys tiles in Moscow and how they make decisions
Identify fears, expectations and selection criteria
Create a value proposition and positioning
Build a customer journey and launch lead generation
What we did
Full cycle: from sales process changes to integrations and analytics setup.
Solution 1
Conducted a survey and collected quantitative data
We conducted interviews with private developers and architects from Moscow. Additionally, we collected data from open sources: reviews, specifications, landscape design trends, search queries.
- Castdev with target audience
- Parsing open data and reviews
- Segmentation of pains and motives
Solution 2
Assembled Value Proposition Canvas
Based on the research, we formed a value proposition and hypotheses that were tested in communication.
- Guarantees on timing and quality
- Prestige and visual appeal
- Easy selection and ordering
- Calm without surprises
Solution 3
Repackaged the site and customer journey
We abandoned the online store in favor of a one-page website: a short customer journey, texts in the language of the audience and an emphasis on messengers.
- One-page page for pains and gains
- Catalog button in WhatsApp/Telegram
- Step-by-step guide to contacting
Solution 4
Content warming up started
We prepared a series of materials and set up retargeting to “warm up” those who were already on the site.
- Articles about choice and common mistakes
- Yandex and Miralinks promotional pages
- Retargeting to readers
Warm-up architecture
First we give knowledge and trust, then we return the user and lead him to contact.
- Landing → catalog in messenger
- Content articles → retargeting
- Repeated taps → requests
Why not an online store
- Does not build trust in a regional brand
- Requires purchase too early
- Doesn't respond to key pain points
What does warming up do?
- Removes barriers and doubts
- Increases application conversion
- Prepares the client for dialogue
Project Features
Low trust in the regional brand
It was necessary to prove quality and reliability without large budgets for recognition.
Long path of choice
Purchasing tiles is a design decision, so content heating was required.
Results
757 ₽
CPL
Cost per lead in Moscow
2 396 ₽
qual. lead
Cost of a qualified lead
Launch
in season
Applications from the start of the construction season
We received applications without a budget for recognition
We created a clear positioning for Moscow
Improved conversion due to content heating
We set up stable lead generation for a new region
Next step
Are you planning to enter a new market?
We’ll analyze the audience, put together positioning and launch lead generation without extra costs.