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
