How Strategic Marketing and an Improved Digital Footprint Fueled a National Leader’s Success

In this episode of the Trivera Deep Dive, Chip and Nova unpack Trivera’s partnership with Derse—one of the nation’s leading experiential marketing agencies. From a full website redesign to custom sales tools, campaign execution, SEO, paid media, and compliance upgrades, the solutions were designed to do more than check boxes. They were built to deliver measurable growth.

The results? 

• Organic clicks up 282%, 
• RFPs up 36%, 
• rentals up 33%, and
• Google Ads conversions up 63% year over year. 

Chip and Nova break down how strategy, creativity, and execution came together to produce real outcomes—and why this case study proves the power of a great brand partnering with the right agency.

Transcript

[Nova]
Ever wonder if your digital marketing is doing as well as it could? Today we explore what happens when a great brand teams up with an agency that brings strategy, creativity, and execution together to deliver results. This case study presents real examples and real outcomes to show you what's possible for your company. So stick around. 

[Narrator]
Welcome to Trivera's AI Deep Dive Podcast, hosted by Chip and Nova, our AI co-hosts. Together, they transform top marketing insights from our blogs, articles, and events into actionable strategies you can use. Ready to dive in? Let's get started. 

[Chip]
Welcome. This is the Trivera Deep Dive for Digital Marketers. I'm Chip. 

[Nova]
And I'm your co-host, Nova. 

[Chip]
Today, we're taking you through, I think, a really compelling example of digital transformation. It's a deep dive into the Derse case study from our website. Our mission really is to pull out the most important bits of knowledge from this client engagement, show you the kind of success clients can, you know, expect when they partner with us. 

[Nova]
Okay. Yeah. Let's unpack this. So we're talking about how our team took a methodical approach, modernized a national leader's digital footprint, and fueled some pretty incredible growth through strategic marketing. This is all about learning from a real success story. 

[Chip]
Right. So first, let's set the stage a bit. Who is Derse? Well, they're one of the nation's top experiential marketing agencies. Think, uh, designing and building these amazing exhibits, branded environments, really immersive event experiences, stuff that grabs you in the real world. And their scale is just immense. Like- 

[Nova]
Sure 

[Chip]
... 600 employees, more than 6,000 events every year, spread across eight locations. 

[Nova]
Wow. 

[Chip]
They blend architectural know-how with this human-centered strategy. It's, uh, it's a really impressive operation. 

[Nova]
Yeah. And what's so interesting there is, given that leadership, that sheer scale- 

[Chip]
Yeah 

[Nova]
... Derse absolutely needed a digital presence that really mirrored that top-tier standing. But that wasn't quite what they had when they came to us, which, you know, highlights a common challenge, doesn't it? Sometimes digital lags behind the physical innovation. 

[Chip]
Exactly. 

[Nova]
So Derse came to us, and they weren't just looking for, like, a quick website refresh. They needed a true partner. Their challenge was, well, it had multiple layers. They needed a solution that could hit several key areas all at once. Specifically, the goals were clear. They needed someone to, one, modernize their web presence, so it felt like the industry leader they are; two, build a flexible system, something to support sales enablement, streamline their exhibit kit rentals, which sounds complicated; three, drive qualified leads, you know, using both organic and paid search; four, align digital campaigns tightly with their big events, their trade shows; five, and this is crucial, Chip, stay compliant with all this evolving privacy regulations. It's a minefield out there. And finally, they needed strategic direction, ongoing support, and really clear, transparent analytics. 

[Chip]
And that makes you think, doesn't it? Is your current digital setup or partner really providing all of that, tackling all those things together? 

[Nova]
We approached it with a foundational strategy, something designed to scale over time, you know, ensuring that long-term success, not just a quick fix. 

[Chip]
Right. So our first key area was website strategy and development. We completely rebuilt Derse.com using Concrete CMS. We used our signature Evolve process, that's evaluate, ideate, and activate. This wasn't just about making it look pretty. It was a really strategic redesign. It significantly improved accessibility, the user experience, the UX, and critically, SEO performance. Plus, we made sure to empower Derse's own team, gave them complete content control, full training, even a custom admin guide, so they could, you know, run with it. 

[Nova]
Okay. And here's where it gets really interesting for their internal processes, I think, solution two. Creating a custom rentals tool. You mentioned streamlining exhibit kit rentals. Our team developed a secure internal tool just for that, so logged-in team members can now easily filter, configure, quote, kits by size, type, price, whatever they need. We even embedded videos, created specific kit family pages, all with strong admin controls behind it. That's real sales enablement right there. 

[Chip]
Absolutely. Makes a huge difference day-to-day. And then for solution three, we executed a major campaign. For Exhibitor Live, that's Derse's biggest industry event, our team launched a full-funnel campaign. This involved pre-event Google Ads and LinkedIn, targeting, uh, on-site geofencing to capture engagement right there at the event, and then post-event remarketing to keep that conversation going. 

[Nova]
Smart, following the whole journey. 

[Chip]
Exactly. And the impact. Just that one campaign delivered over 500,000 impressions, more than 1,000 clicks. And maybe best of all, it directly helped Derse win two prestigious Best of Show awards at the event. 

[Nova]
Wow. Okay, so that shows real-world results from the digital work. That's fantastic. 

[Chip]
Exactly. 

[Nova]
Okay. So our fourth area of focus was SEO and paid media. And like you said before the break, this isn't a one-and-done thing, right? It needs continuous effort. Our team kept driving performance through comprehensive SEO, strategic PPC, even things like toxic link remediation. 

[Chip]
Yeah, that's often overlooked, the toxic link part. 

[Nova]
Yeah. 

[Chip]
It's basically cleaning up any sort of spammy links pointing to your site that could hurt your rankings. It's like digital housekeeping, but crucial. 

[Nova]
Gotcha. So this sustained effort, it strengthened their national rankings, improved lead quality, especially for those really competitive search terms, I imagine. 

[Chip]
Exactly. It's about constantly refining and optimizing. And then finally, solution number five, a complete compliance overhaul. You know, in today's world, privacy rules are absolutely paramount. You can't ignore them. Our team upgraded Derse.com to meet CCPA, CPRA, GPC requirements, all those acronyms that mean giving users control over their data. 

[Nova]
Right. Serious stuff. 

[Chip]
Very serious. It meant putting in sophisticated cookie consent logic, clear do-not-sell share links, precise GPC signal detection- 

[Nova]
Uh-huh 

[Chip]
... even across third-party tools embedded on the site, which again, raises that important question for anyone listening. Is your website fully compliant right now? Are you actively managing user data correctly? 

[Nova]
That's a good questions. Okay, so those are the solutions. What did Trivera's efforts actually produce for Derse? I mean, it's one thing to just do stuff that in theory might produce results, but it's another thing altogether to actually deliver real business outcomes you can measure with hard numbers. 

[Chip]
Honestly, the results that followed are pretty remarkable, and we'll dig into them right after this break. Stay with us. 

[Webster]
Hi, I'm Webster, Trivera's AI assistant, here to help your business thrive in today's fast-changing digital marketing world. Since 1996, Trivera has partnered with southeastern Wisconsin's strongest brands, delivering digital marketing that drives measurable results. Now we're leading the way with next generation AI solutions, branded podcasts, fully trained AI agents, predictive analytics, automated content creation and optimization tools that work like your digital dream team, engaging audiences, capturing leads, optimizing campaigns, and delivering round-the-clock support. From SEO-optimized websites and ROI-driven campaigns to custom AI tools built for real business impact, Trivera is the partner you can trust to help you own what's next. Visit trivera.com today and make the rest of 2025 your smartest, most successful year yet. Trivera, where three decades of expertise meet AI innovation to deliver digital marketing that converts. 

[Narrator]
[upbeat music] Welcome back to Trivera's AI Deep Dive. Now, back to our conversation with Chip and Nova. 

[Chip]
Welcome back. So, Nova, before the break, we covered five solutions we executed for Derse. 

[Nova]
We did, Chip. Website strategy and development, a custom rentals tool, campaign execution, SEO and paid media, and compliance overhaul. That's a lot, Chip. 

[Chip]
Right. So, what did this, uh, actually mean for Derse? Like, um, let's talk results, Nova. The proof is in the pudding. Or, actually, the numbers. 

[Nova]
Let's look at the period from July 1st, 2024 to June 30, 2025. 

[Chip]
Okay. 

[Nova]
In organic search growth, Derse saw... Well, just listen to this. Organic clicks shot up by an incredible 282%. 

[Chip]
Wow, 282%. 

[Nova]
Yeah. Overall visibility up 5.42%. Their average keyword position improved by 18 places. Website sessions were up 126%, and new users increased by 185%. That's, that's huge growth. 

[Chip]
Those are fantastic organic numbers. And then when you look at lead generation, the impact was pretty immediate, and, uh, significant, too. 

[Nova]
Mm-hmm. 

[Chip]
RP submissions requests for proposals up 36%. Contact form completion saw a 34% increase. And those rental inquiries we talked about, they jumped by 33%. 

[Nova]
So, real business impact. More leads coming in the door. 

[Chip]
Directly, yeah. 

[Nova]
And our paid media efforts, the Google Ads and such, they also delivered phenomenal returns year over year. Google Ads conversions surged by 63%. Phone calls coming directly from ads were up a staggering 167%. 

[Chip]
167%. 

[Nova]
Yep. And brand impressions, just getting the name out there, increased by a massive 4.1 million. 

[Chip]
That really shows the power of combining strong organic with targeted paid strategies. They amplify each other. And connecting all this back to the bigger picture, these efforts really cemented Derse's market leadership. They achieved top three national rankings in key markets for them, like Milwaukee, Dallas, Pittsburgh. And we also saw triple and even quadruple digit growth in impressions for those really high value keywords, things like trade show exhibit, trade show rentals, custom trade show exhibits. 

[Nova]
So, they weren't just getting more traffic. They were dominating the search results for the things that really matter to their business. 

[Chip]
Precisely, reinforcing their position right at the top. 

[Nova]
Amazing. 

[Chip]
Amazing indeed, Nova. These are real business outcomes that any business would be lucky to get from their digital agency partner. 

[Nova]
Not lucky, Chip. Smart. Derse was smart to trust Trivera's promise to produce digital marketing efforts that would create real value and ROI. 

[Chip]
Absolutely, Nova. 

[Nova]
So, what's next for Derse? Is the work done? 

[Chip]
Huh. Well, in digital, the work is sort of never really done, is it? Especially in a dynamic field like experiential marketing. As the industry keeps evolving, our partnership with Derse continues. We're still working together on SEO, PPC, campaign strategy. Looking at further digital integrations with their live events, too. The goal is always to keep them at the forefront, both online and on the show floor. It really speaks to the power of a long-term strategic partnership, not just a one-off project. 

[Nova]
Absolutely. And the Derse story, I think, is such a powerful example of what's possible. You know, when you have that comprehensive digital strategy meeting deep industry expertise, these kinds of results, they aren't just luck. They're the direct outcome of a really methodical, insight-driven approach. It's the kind of approach our team at Trivera brings to every client. 

[Chip]
That's right. And if you're listening to this and maybe thinking about your own business, ask yourself what aspect of your digital presence might be holding you back. Is it truly reflecting your industry leadership? Imagine the growth your business could see with a truly integrated digital strategy, one built for scale, designed to deliver measurable results like these. 

[Nova]
Hmm. Definitely food for thought. Well, that wraps up our deep dive into the Derse success story. We really hope you've gained some valuable insight into, you know, the power of modernizing your digital footprint. 

[Chip]
Yeah. A huge thank you for joining us on this Deep Dive. If you want to explore more success stories like this or maybe understand how Trivera could help your business, check out all our other case studies to see how we've helped businesses like yours to succeed. You'll find them under the Work tab at trivera.com. Get all the details there. 

[Nova]
And for more deep dives like this one, make sure you subscribe to the Deep Dive wherever you get your podcasts. Or even better, go to chipandnova.com and sign up to get alerts the moment a new Deep Dive goes live. 

[Chip]
Follow us on our Facebook page and comment to give us your thoughts. And maybe share this episode with someone you know who's looking to supercharge their digital presence. Until next time, I'm Chip. 

[Nova]
And I'm Nova. 

[Narrator]
[upbeat music] Thanks for joining us on Trivera's AI Deep Dive with Chip and Nova. If you enjoyed this episode, you can find more and stay up to date with new episodes wherever you listen to podcasts, or find them on our website and our social media channels. And don't forget to visit us at trivera.com to learn how we can help take your marketing to the next level. Ready to talk? Reach out. We'd love to hear from you. See you next time.