Revamping Marketing Strategy: KC Wholesale Carpet Case Study

Case Study: KC Wholesale Carpet

How KC Media Team transformed a traditional flooring business through strategic digital marketing, brand revitalization, and integrated campaigns—driving 1200% website growth and establishing market leadership.

Dynamic Marketing Transformation

In the dynamic landscape of marketing, adapting to the changing needs and technologies is imperative for businesses to thrive. This case study delves into the comprehensive marketing strategy devised for KC Wholesale Carpet, highlighting various channels and initiatives undertaken to enhance brand visibility, drive foot traffic, and boost online presence.

Background

KC Wholesale Carpet, established in 1999 under consistent ownership, embarked on a transformative journey under the stewardship of the new owner, Jay Erwin. The primary objective was to revitalize the brand, augmenting its presence in the market and attracting a broader customer base.

Challenges

Despite its longstanding presence, KC Wholesale Carpet encountered challenges in rebranding and expanding its reach:

Limited Brand Awareness: The brand's visibility needed enhancement, especially in the digital realm.
Outdated Marketing Tactics: Traditional marketing approaches were no longer sufficient to engage modern consumers.
Online Competitiveness: Competing effectively in the digital sphere required a robust online presence and strategic positioning.

Strategic Approach

To address these challenges and achieve the overarching goal of reinvigorating the brand, a multifaceted marketing strategy was devised, encompassing various platforms and channels.

1. Digital Marketing Initiatives

A significant portion of the strategy was dedicated to digital marketing, leveraging the power of online platforms to reach and engage target audiences:

E-Commerce Website Development: KC Media Team spearheaded the development of a new e-commerce website for KC Wholesale Carpet. The platform facilitated seamless online transactions and showcased the extensive range of products.
PPC Campaigns: A monthly budget of $500 was allocated for Pay-Per-Click (PPC) advertising. Curated videos, images, and targeted keywords optimized for local searches such as "carpet store near me" bolstered visibility and drove qualified traffic to the website.
Google My Business Optimization: The Google My Business page underwent optimization, enhancing visibility in local search results. Customized content and regular updates fostered stronger engagement, resulting in a 200% increase in user interaction.

New E-Commerce Website

The newly developed website features a modern, user-friendly interface that showcases KC Wholesale Carpet's extensive product range while making it easy for customers to browse, compare, and purchase flooring solutions online.

Search Engine Optimization Excellence

Through strategic SEO implementation, content optimization, and technical improvements, KC Media Team achieved extraordinary search engine results for KC Wholesale Carpet.

🏆 #1 Rankings: Outranking Major National Chains

KC Wholesale Carpet now ranks #1 for targeted flooring keywords in the Kansas City market—beating industry giants Home Depot and Lowe's. This achievement demonstrates how strategic local SEO can level the playing field, allowing independent businesses to compete with and surpass national retailers with multi-million dollar marketing budgets.

KC Wholesale Carpet Ranking #1 Above Home Depot and Lowes

KC Wholesale Carpet ranking above Home Depot and Lowe's for high-value flooring keywords

This ranking dominance translates directly to increased organic traffic, higher-quality leads, and significant cost savings compared to paid advertising—all while establishing KC Wholesale Carpet as the go-to flooring authority in Kansas City.

Social Media Marketing

KC Media Team developed and executed a comprehensive social media strategy across Facebook, Instagram, and other platforms to build brand awareness, engage with customers, and drive traffic to both the physical store and e-commerce site. Through consistent posting of product highlights, promotions, educational content, and customer testimonials, KC Wholesale Carpet established a strong online community and increased customer engagement significantly.

The social media campaigns complemented the paid advertising efforts, creating a cohesive digital presence that kept KC Wholesale Carpet top-of-mind for consumers searching for flooring solutions in the Kansas City area.

Jobber Software Platform Integration

One of the most transformative changes was migrating from a 26-year-old manual system to Jobber, a comprehensive business management platform that revolutionized KC Wholesale Carpet's operations.

Old System (1999-2025)

Custom Access Database built in 1999
Manual entry of all client information
Emails sent through personal accounts, not automated
Client communication via personal texts
Installation schedules managed in shared Google Docs that constantly got corrupted
Printed invoices and quotes only
No online payment processing
Had to call customers for credit card information (major conversion killer)
No secure card storage—chasing customers for final payments on open invoices

New System with Jobber

Cloud-based platform accessible anywhere
Automated client data management
Automated email workflows and reminders
Professional SMS communication through platform
Integrated scheduling and dispatch system for contractors
Digital invoicing and quotes sent instantly
Online payment processing built-in
Customers can pay securely online (significantly increased conversion rates)
Credit cards securely stored in Jobber system—no more chasing payments or unsettled invoices

The Jobber integration eliminated bottlenecks, reduced administrative burden by an estimated 15-20 hours per week, and created a professional, streamlined customer experience from quote to final payment. The secure card storage feature alone eliminated the constant follow-up calls for payment, improving cash flow and customer satisfaction.

2. Traditional Marketing Channels

While digital marketing played a pivotal role, traditional channels were not overlooked, with strategic initiatives aimed at reinforcing brand presence:

Postcard Mailer Campaign: A targeted mailer campaign was launched, reaching 2,000 addresses around zip code 66213. The postcards showcased promotional offers and highlighted the unique value propositions of KC Wholesale Carpet.
Billboard Advertising: Two billboards were strategically positioned at high-traffic locations: one print and one digital. The locations included 435 Hwy and Nall, as well as I-35 and Lamar, maximizing exposure and increasing brand visibility among commuters.
Cohesive Branding in Magazines: Collaborations with prominent magazines like DesignKC, Homes and Style Magazine, and KC Symphony featured KC Wholesale Carpet, amplifying brand recognition and associating it with high-quality design and lifestyle.

3. Visual Branding and Store Updates

Recognizing the importance of visual branding and store aesthetics in shaping customer perceptions, efforts were directed towards:

Custom Headshots and Store Imagery: Professional headshots and high-quality images were captured to update the store's visual identity. The new imagery reflected the brand's commitment to quality and professionalism.
Store Interior Photography: Professional photography showcasing the store's extensive inventory and modern showroom helped customers visualize the quality and variety available at KC Wholesale Carpet.

KC Wholesale Carpet Professional Store Photography

Results and Achievements

The implementation of the comprehensive marketing strategy yielded remarkable outcomes for KC Wholesale Carpet:

$2,000+

Revenue Generation

The newly launched e-commerce website generated over $2,000 in revenue within the first month, underscoring its effectiveness in driving online sales.

1200%

Traffic Surge

Website traffic witnessed a staggering increase of 1200%, indicating heightened interest and engagement among online users.

200%

Enhanced Brand Awareness

Google My Business engagement increased by 200%, positioning KC Wholesale Carpet as a top-of-mind choice among consumers.

Search Rankings

Achieved #1 rankings for targeted flooring keywords, outranking Home Depot and Lowe's in local search results.

Frequently Asked Questions

How long did the complete transformation take?

The full marketing transformation, including website development, Jobber integration, and the launch of all marketing campaigns, was completed over approximately 6 months. However, results began showing within the first 30 days of the website launch.

What was the total investment in the marketing transformation?

The initial investment included website development, professional photography, Jobber subscription, PPC advertising budget ($500/month), billboard placements, and print materials. While specific totals are confidential, the ROI was positive within the first quarter, with the 1200% increase in web traffic translating to significant revenue growth.

Why was Jobber chosen over other business management platforms?

Jobber was selected for its comprehensive features tailored to service-based businesses, including scheduling, invoicing, online payments, and customer communication—all in one platform. Its user-friendly interface and mobile accessibility made it ideal for managing installations with contractors in the field.

How did the online payment integration affect conversion rates?

By eliminating the friction of phone-based credit card collection, conversion rates increased significantly. Customers could now pay instantly upon receiving a quote or invoice, reducing payment delays and improving cash flow. The convenience factor alone contributed to faster decision-making and higher customer satisfaction.

How did you achieve #1 rankings above Home Depot and Lowe's?

Through a combination of strategic local SEO, high-quality content creation, technical website optimization, consistent Google My Business management, and building local citations and backlinks. We focused on location-specific keywords and provided more relevant, detailed information than the national chains, which helped establish KC Wholesale Carpet as the local authority in flooring.

Can KC Media Team replicate this success for other businesses?

Absolutely. While every business has unique needs, the strategic framework used for KC Wholesale Carpet—combining digital marketing, operational efficiency tools, professional visual branding, and multi-channel campaigns—can be adapted to virtually any industry looking to modernize and grow their market presence.

What ongoing marketing efforts are maintained?

KC Wholesale Carpet continues monthly PPC campaigns, regular Google My Business updates, social media content, and seasonal promotional campaigns. The Jobber platform handles automated customer communications, while KC Media Team provides ongoing photography and video content as new products arrive.

What was the biggest challenge during the transition?

Migrating 26 years of customer data from the Access Database to Jobber was the most time-intensive task. However, this one-time effort created a clean, organized system that now saves countless hours weekly and provides better customer insights through modern analytics and reporting features.

Transformation Success

The transformation of KC Wholesale Carpet's marketing strategy underscores the importance of adaptability and innovation in navigating the evolving landscape of consumer behavior and technology. By embracing a holistic approach encompassing digital and traditional channels, coupled with visual branding enhancements and operational modernization through Jobber, the brand successfully revitalized its image, expanded its reach, and cemented its position as a leader in the competitive carpet industry.

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