Front Desk Supply is a leading hotel supply company with over 50 years of experience, trusted by hotel owners, general managers, and housekeeping directors across the United States. They specialize in a wide range of custom and generic hotel supplies, from key cards and stationery to in-room amenities. Their core mission is to cultivate strong, collaborative partnerships with their clients, providing high-quality products and exceptional service that not only simplifies operations but also enhances the guest experience.
The Challenge
While Front Desk Supply had a strong foothold in the hospitality industry, they recognized a significant opportunity for growth by diversifying their client base. Their primary challenge was a lack of visibility and a limited marketing strategy for reaching new sectors outside of hotels. They needed to find a way to proactively market to individual industries that could benefit from their products—such as spas, corporate offices, or event venues—and generate new marketing opportunities in these areas. The goal was to build a robust lead generation system that could consistently bring in new, qualified prospects and expand their brand awareness beyond their existing market.
The Solution
To address this challenge, KWSM developed and implemented a strategic marketing campaign. The strategy was designed to be holistic, combining several key digital marketing tactics to maximize reach and engagement.
- Account-Based Marketing: We focused on identifying and targeting specific industry sectors with a high potential for conversion. Instead of broad outreach, we created a tailored approach to engage decision-makers in these new markets.
- Cold Email Marketing: We crafted compelling cold email sequences to introduce Front Desk Supply to new prospects, highlighting the unique benefits of their products for specific industries.
- Pay-Per-Click (PPC) Advertising: We launched targeted digital ad campaigns on Google to capture demand from businesses actively searching for supply solutions. This helped drive immediate, qualified traffic to the website.
- Content Marketing & Blogging: We developed a content strategy to position Front Desk Supply as a thought leader in the supply space. This included creating informative blog posts that answered common questions and provided value to potential clients in new industries, enhancing organic search rankings, and fostering trust.
- On-Site SEO: We optimized the Front Desk Supply website to improve its organic search visibility for relevant keywords in both the hospitality and new target industries. This included technical SEO enhancements and strategic keyword integration.
- Warm Email Drip Campaigns & Monthly Newsletters: To nurture leads and build long-term relationships, we set up automated warm email drip campaigns and a monthly newsletter to keep the brand top-of-mind and provide ongoing value to their audience.
- Social Media & Website Design: We enhanced their social media presence and website to ensure a cohesive and professional brand message across all channels, reinforcing their credibility and making it easy for leads to connect.
The Results
KWSM’s comprehensive and multifaceted strategy delivered significant, measurable results for Front Desk Supply. The campaign not only generated new leads but also created a sustainable engine for long-term growth.
- Organic Website Views Soared: From 2022 to 2025, organic monthly website views increased from 4,792 to 7,422, a 55% growth. This was a direct result of our focused SEO and content marketing efforts, making the site more discoverable to new audiences.
- Organic Leads Doubled: The number of monthly organic leads generated more than doubled, jumping from 52 to 153. This data clearly shows that the increased traffic was high-quality and translating into real business opportunities.
- High-Impact Email Performance: The cold email marketing campaign proved highly effective, with the third email in the sequence achieving a 40% open rate, far exceeding industry benchmarks and demonstrating a strong interest from new prospects.
- Direct Lead Generation: The campaign generated three website quote requests and one phone call quote request from previously untapped markets, providing a tangible return on investment and demonstrating the success of the account-based lead generation approach.
“Their entire KWSM team is very professional, with lots of great ideas and we continue to see results in terms of our awareness. It is the first time I feel 100% confident in our external message, and the results speak for themselves.”
— Mark Zisek, Owner & Director of Commercial Operations
Conclusion
Front Desk Supply’s partnership with KWSM demonstrates that a strategic, multi-channel digital marketing campaign can successfully break a company out of its traditional market and generate new, qualified leads. By identifying new opportunities and executing a comprehensive plan that included SEO, content, and account-based marketing, KWSM helped Front Desk Supply not only increase its brand awareness but also achieve a remarkable increase in organic traffic and a measurable number of new business inquiries.
If your business is looking to expand its market reach and generate a steady stream of new leads, KWSM has the expertise to build a custom strategy that delivers tangible results.
Ready to grow your business? Contact us today for a free consultation.
