Fire Prevention Case Study

Executive Summary 

Monroe Extinguisher and Monroe Kitchen Equipment have been in business for generations, but their growth in the last 20 years has been shaped by their partnership with Cazbah. What began as a hesitant step into the online world has evolved into a full-scale e-commerce channel, driving six-figure sales annually. 

The companies describe Cazbah as an indispensable partner who brought expertise they didn’t have, guided them through shifting from Yellow Pages to digital, and provided steady leadership with a dedicated account representative. As Anthony Salemme put it, “Without Cazbah, we wouldn’t know what we’re doing when it comes to online sales.” 

• 20+ year relationship built on trust, hard work, and results 
• Online revenue increased 30% over the last three years with the implementation of more content on the site, Google Ads, and an Internet Marketing Consultant guiding marketing decisions. 
• Expanded reach from local to national customers 

Customer at a Glance 

Monroe runs two complementary businesses in Rochester, New York. Monroe Extinguisher sells and services fire extinguishers and fire suppression systems, while Monroe Kitchen Equipment manufactures custom stainless-steel equipment like sinks, counters, and ductwork. Together, they employ a small but committed team, serve both regional and national accounts, and operate through direct sales and online channels. They have been working on some new external marketing opportunities including a billboard, NASCAR sponsorship at Watkins Glen, and sponsored glasses at Murphy’s Law in Canandaigua, NY. 

Situation & Stakes (Before) 

Anthony remembers a time when Monroe lived and died by Yellow Pages advertising. The company would pay for placement in every book within 200 miles, and while that investment did bring customers, it eventually stopped paying off. At the same time, cold calling and in-person sales—once the backbone of the business—became less effective and more expensive. 

• Yellow Pages ROI dropped to near zero as the Internet grew 
• Cold calls became unwelcome and inefficient 
• COVID further disrupted face-to-face sales models 

The leadership team knew they needed to adapt. As Anthony said, “We didn’t know why we needed a website—we just knew we needed one.” That realization became the turning point. 

Objectives 

When Monroe first partnered with Cazbah, their goals were clear. They wanted to replace the declining Yellow Pages model, establish a digital storefront that could produce real sales, and expand their visibility beyond Rochester. The company hoped to make the website its best salesperson. 

• Replace outdated channels with web-driven sales. They no longer wanted to go door to door. The website is the salesperson who is always available. 
• Generate six-figure annual revenue online and continue to scale.
• Reach customers outside a 100-mile radius 
• Build recurring growth year over year by working with their dedicated IMC, Kennedy, to improve SEO, GEO, and Google Ads. 

Why Cazbah (Selection Criteria) 

Trust was central to Monroe’s choice. They asked peers who had websites who they used, and Cazbah’s name kept coming up. The company wanted a marketing partner who knew their industry, understood their community, and could walk with them for the long haul. 

• Local reputation and referrals sealed the decision 
• Full-service digital marketing capability (SEO, SEM, e-commerce) 
• Personal relationship and commitment from Cazbah leadership 

“Nothing has ever made us want to jump ship,” Anthony said. “You’ve been the best fit for us all along.” 

Solution Overview: Technology • Process • People 

The digital transformation began with Cazbah building Monroe’s first website and online store. Over the years, layers of SEO, SEM, and process improvements have been added, guided by data and the steady hand of Cazbah’s account team. 

• Technology: E-commerce storefront, SEO programs, SEM campaigns
• Process: Budget optimization, campaign adjustments, ongoing ROI analysis 
• People: A dedicated Internet Marketing Consultant, Kennedy, who Anthony describes as “as reliable as they come.”

This three-pronged approach gave Monroe both the tools and the confidence to grow online. 

Implementation & Timeline 

The partnership stretched across decades but followed a logical path. Early on, it was about simply establishing a website. Then came the online store, which quickly proved itself as a profit center. Later phases focused on refining Google Ad campaigns, reallocating budgets, and sustaining growth. 

• Early 2000s: Website and e-commerce launch 
• Mid-2000s: SEO and SEM build-out 
• 2010s: Continuous optimization and scaling with SEO and the addition of Google Ads
• 2020s: 30% online growth in three years under new ownership 

Results (After) 

The numbers tell the story. Monroe went from virtually zero online sales to six-figure revenue in a short time. Online sales have grown 10–20% annually for the last six years, with a 30% increase in just the last three. The website has expanded their reach nationally, creating customers in New York, New Jersey, and beyond. 

• Six-figure annual sales directly from the website 
• Online revenue up 30% in three years 
• Customers acquired nationally, replacing the regional-only model 

“The website became our best sales rep,” Anthony said. “It replaced people like me going door-to-door.”

Lessons Learned & Best Practices 

Anthony’s reflections highlight a few truths for other SMBs in industrial markets. First, early adoption pays dividends. Second, a Internet Marketing Consultant who really learns your business is worth their weight in gold. And third, reallocating budgets strategically creates compounding gains. 

• Move early and stick with it—the Internet isn’t going away. Lean into new opportunities.
• Trust a partner who will actually teach and guide you. 
• Keep optimizing—shift budgets toward what works, trim what doesn’t and reapply to what is working. 

What’s Next 

Monroe intends to continue refining both businesses’ online presence, building on the trust and systems developed with Cazbah. As Anthony put it, “We see a long and fruitful relationship continuing for many years to come.” 

• Continued focus on e-commerce improvements 
• Expanding national reach 
• Deeper content and SEO strategies 

Monroe’s journey shows how an industrial SMB can thrive by embracing the web early, trusting the right partner, and sticking with the process. Schedule your COMP analysis today and see how Cazbah can help your business turn the web into a sustainable growth engine.