01. Challenge
The Brief
The business had a profitable, scalable model: a €25K machine ownership opportunity generating an average of €1,500/month in passive income for the buyer, with the business handling all maintenance and operations and retaining 60% margin on recurring revenue. But there was no structured way to reach either audience at scale. Machine buyers needed educating, this wasn't a traditional financial investment, it was ownership of a physical asset producing real, recurring cashflow. Site partners, shopping centres, kiosk operators, play centres, and large retail chains, needed a different conversation entirely. Neither had been marketed to systematically before.
02. Approach
How We Did It
We built two parallel acquisition systems. For machine buyers, we led with content: Instagram, TikTok, and YouTube showing real machines, real locations, and real income numbers. Meta ads drove warm audiences into a webinar funnel that walked prospects through the full model, purchase price, projected average MRR, and exactly how operations worked. From webinar, leads moved into an email nurture sequence, then a sales call, then a live in-person demo at a physical showroom where prospects could see the machine running. Showroom appointments became the key conversion event at a €25K price point, tangible proof that no ad could replicate. The site partner funnel ran separately via LinkedIn and direct outreach, with a pitch centred on foot traffic uplift data and a transparent revenue share model.
03. Process
The Workflow
Audience & Offer Mapping
Mapped two completely separate audiences: private individuals seeking passive income through machine ownership, and site operators looking for additional revenue streams. Different decision drivers, different objections, different conversion timelines.
Content & Awareness
Built the machine buyer funnel on organic content first, Instagram, TikTok, and YouTube showing real machines, real locations, and real income figures. Established awareness and social proof before paid spend.
Paid Acquisition & Webinar
Meta campaigns drove warm audiences into a structured webinar covering the full business model: purchase price, projected MRR, profit margin, and how day-to-day operations worked. Webinar attendance became the primary qualification step.
Email, Calls & Showroom Demos
Post-webinar email sequences moved leads into call bookings. High-intent prospects were invited to a physical showroom for a live machine demonstration, the key conversion event at a €25K price point. Seeing it running in person closed deals that no ad or webinar could.
Site Partner Outreach
Parallel outreach to retail and leisure decision-makers: Kaufland locations, shopping centres, kiosk operators, and play centres across Germany. Pitch led with foot traffic uplift data and a clear, transparent revenue share model.
04. Results
The Outcome
The campaigns generated €4M in combined machine sales and recurring revenue, built on €25K upfront sales and an average of €1,500/month per active machine placement. Machine buyers converted at high rates after in-person showroom appointments. Site agreements were secured with Kaufland, multiple shopping centre groups, kiosk operators, and play centre operators across Germany. The business retained 60% margin on all recurring machine revenue while machine owners earned passive income with zero operational involvement.
05. Deliverables
What We Built
Timeline: 6 Months
Team: Strategy, Content, Media Buying, Copywriting, CRM
- 01Machine Buyer Acquisition Funnel
- 02Instagram, TikTok & YouTube Content Strategy
- 03Meta Ad Campaigns
- 04Webinar Build & Funnel
- 05Email Nurture Sequences
- 06Showroom Demo & Appointment System
- 07Site Partner Outreach Funnel
- 08CRM Integration & Automation
- 09Monthly Performance Reports
