$0 to $1m in Less Than a Year

The challenge

• Developing effective omnichannel marketing campaigns
• Overcoming major tracking issues 
• Increasing customer lifetime value

The result

• 800% revenue increase
• Increased profitability
• Systemised marketing funnel for long term growth

What you will learn from this case study…

✅  The importance of building omnichannel marketing campaigns

✅  Why double attribution could be killing your profit margins and how to fix tracking issues.

✅  How to capitalise on your customer base more effectively than ever before.

✅  How to introduce massive offer scarcity without annoying your customers

Introduction

We started working with this brand at the beginning of May 2021 just as the lockdown was easing across the US. This business primarily sells sports clothing and equipment to the US and UK markets.

In our prescriptive analysis phase for this client, we noticed a severe lack of congruity across marketing channels, ad-hock discounts, little campaign planning and poor creative attention across every platform.

A key focus for this brand was profitability at the highest possible level... We knew that with our campaign management team, e-mail marketing specialists and growth hacking techniques there was serious progress to be made.

Planning

The business simply did not have the time, experience or resources to implement a harmonious marketing strategy. So our first action point was to plan out 3 months of proven and effective campaigns. 

It made perfect sense for our team to gain control of every aspect of the brand's marketing… Facebook ads, Google ads, TikTok ads, e-mail marketing, ad graphics creation, ad video scripting and landing page builds.

Making the marketing congruent across each platform caused an instant improvement in results. And we saw a revenue increase of over 100% in a matter of 2 weeks. Omnichannel marketing has a compound effect and each platform works more effectively when combined and budget is allocated correctly. 

Tracking

Allocating budget in the correct place is essential for predictable growth and so we use tools like Triple Whale to monitor the true success of our campaigns. There were large discrepancies between the Facebook, Google ad dashboard and our tracking software so after making a few decisions based on the truest point of attribution our revenue and overall results improved.

Double attribution is a major problem that E-com businesses face as the majority of good marketing agencies work on a commission basis. Our tracking guarantees that no double attribution takes place which means that not only is our ad data more accurate (Allowing us to make better marketing decisions) but were not charging over the odds for double attribution across multiple platforms.

Leverage

After taking a broader view of the marketing funnel we noticed a huge pool of past customers that were not being leveraged. A famous law of marketing is that 80% of your sales come from 20% of your customers.

So we built out a VIP e-mail system. 

A VIP system essentially segments out the top 20% of your customers and treats them with discounts, offers, new product drops and much more. This means that brand loyalty skyrockets which increases lifetime value and ultimately results in way more profit. We initiated this system just a few weeks into our partnership with this brand and the e-mail revenue jumped from 16% to 33% in a matter of days.

Scarcity

Scarcity and urgency are tools that can be implemented into most brands without upsetting your potential customers… It just needs to be used at the right time and in the right place. Audience segmentation across all platforms allows us to increase the relevancy of an offer to the potential customer. For example… We can create a list of potential customers that were extremely close to pulling the trigger on a sale and fire hyper relevant offers to them across each of our marketing channels.

This level of attention and proactivity is required for brands hoping to achieve respectable numbers. We call these marketing campaigns and events ‘revenue squeezes’ and they were achieving close to $20k per day for each campaign.

Creatives

Above everything, a focus on new creatives and angles was the main driver behind this brand's success. Developing a successful creative format was essential for us to understand where we could double down our marketing dollars. A successful creative format can be iterated on, over and over again.

The way people are consuming content has changed vividly from just a few years ago and now UGC content combined with dynamic ads are leading the charge with our results. This led us to develop our script writing team to ensure ads were extremely compelling and up to date with trends. We also built out a video editing department in order to re-use and develop more creatives from single video shoots, this reduced the cost of video production and massively increased our ad ROAS.

Conclusion

Having a clear roadmap and expected destination helps us smash deliverables when they need to be executed. 

This brand struggled to escape its state of entropy and needed a clear plan of action combined with new-age marketing techniques to scale to the next level.

Brands need to be conscious of upcoming marketing opportunities as the landscape for DTC changes so frequently. A small shift in creative strategy and platform led us to increase this brand's revenue and overall profitability of the business.