Results from Gazeta Wyborcza: 147 inquiries after one article

Client's problem: Empty clicks and lack of orders

Budomax, a company from near Piaseczno, contacted us in May 2024. Their situation was typical for many small and medium-sized enterprises. For three months, they spent 4,200 PLN per month on social media ads. The result? Lots of likes under photos of excavators, a dozen comments saying 'what's the price?' and zero specific signed contracts. The company owner, Mr. Andrzej Walczak, was convinced that marketing was just throwing money down the drain.

We analyzed these activities and quickly put concrete facts on the table. Their clients are people aged 45-65 who are planning to build a house or a major renovation with their life savings. Such people are not looking for a contractor between memes and vacation photos of friends. They are looking for authority and confirmation of professionalism. Budomax had the knowledge but sold it in the wrong place and in the wrong form. We decided to change that, returning to proven traditional marketing methods.

We proposed a total resignation from 'call now' type ads in favor of a substantive article in Gazeta Wyborcza. We chose the local edition and the daily's internet portal. The cost of a one-time publication along with our text preparation was 8,150 PLN net. This is less than the two-month budget they had previously burned through without any effect. We operate without the fluff, so we set a hard condition: we measure every inquiry through a dedicated phone number.

Clients with wallets over 500,000 PLN rarely make decisions based on a random ad on their phone.

Strategy: Knowledge instead of empty promises

The preparation of the text took Grażyna Bochenek exactly 12 hours of editorial work. We didn't write that Budomax is the 'best' or 'reliable'. These are words that mean nothing. Instead, we prepared a guide on how to avoid the three most common mistakes when insulating foundations in the conditions of Masovian soils. We provided specific names of materials, heat loss calculations, and actual repair costs after several years of poorly performed work.

The article appeared on Wednesday, June 12, 2024. It occupied half a page in the home supplement and was promoted on the main page of the local service. We used simple language, understandable for someone who doesn't distinguish B25 concrete from B30, but knows how to count their money. The text was not pushy. At the very end, we added information that Budomax had prepared a free work schedule for the first 20 people who called within two days.

At Krakowskie Przedmieście Consult, we know that the devil is in the details. The article was accompanied by a photo of Mr. Andrzej at work, not a stock photo. This built immediate trust. People saw a man who takes responsibility for his words. We've checked this in practice many times – authenticity sells better than the most expensive computer graphic artist. The article was not a commercial offer, it was proof that the company knows its business.

Avalanche of calls: 147 inquiries in 7 days

The first call rang at 8:14 AM, even before Mr. Andrzej had managed to drink his first coffee in the office. By 12:00 PM, 23 calls were received. All concerned the article. People didn't ask for the price per square meter, they asked for a consultation on the matters described in the text. This was the key difference. These weren't 'cold' calls, but conversations with people who already considered Budomax experts.

Over the next seven days, until June 19, our monitoring system recorded 147 unique phone calls. Additionally, 19 inquiries with attached house designs for estimation arrived in the email inbox. The average call duration was 6 minutes and 42 seconds. This shows how engaged these people were. These were not random internet users, but specific investors from Warsaw and surrounding counties: Piaseczno, Pruszków, and Grodzisk.

The most interesting part was that the digital version of the article 'lived' long after the publication date. People sent it to each other in private messages and linked it on local forums. At Krakowskie Przedmieście Consult, we always repeat: good content works for you for years, while an ad disappears as soon as the money in the Google account runs out. The result is visible in the table – the cost of acquiring one specific inquiry was slightly over 55 PLN.

The result in the table: 584,000 PLN in signed contracts

But calling alone is not everything. The key is the sale. Mr. Andrzej and his two-person office team attended 32 meetings on construction sites within two weeks of publication. Because clients were already 'warmed up' by reading the article, the negotiation process was much shorter than usual. The client didn't haggle over every 100 PLN because they knew they were paying for knowledge that would protect them from costly mistakes in the future.

By July 15, 2024, Budomax signed 8 hard contracts for the comprehensive execution of shells and insulation. The total value of these orders is 584,300 PLN gross. Another 14 offers are being processed, and the company's work plan has been filled until the end of March 2025. Mr. Andrzej had to hire an additional crew of four employees to meet the demand generated by one reliably written press article.

We operate without the fluff, so let's summarize the facts: campaign cost 8,150 PLN, revenue from orders 584,300 PLN. The return on investment is staggering for someone who only believes in digital marketing. This is a lesson for every entrepreneur – the press is not dead, it has simply changed its role. Today it is a place for experts, not for sellers of cheap gadgets. If you have specific knowledge, we will help you turn it into specific cash in the company's register.

One substantive text filled a construction company's calendar for 9 months ahead.