Rapidly Testing Print vs. Digital Marketing Tactics
Traditional catalogs are expensive to design, print and distribute. Not to mention, they're outdated by the time they hit mailboxes. We recognized the potential to increase online visibility and sales for Arborwear by replacing this traditional tactic with digital marketing. To verify our theory with a cautious client, we conducted a rapid marketing test with a limited budget to create demand and drive incremental sales through the holiday shopping season and year end.
Testing Strategy
Developed a plan to test the catalog vs. digital sales since there weren't any measures in place to understand the sales impact of the print catalog
Targeting Strategy
Developed highly targeted social media ads to tap into pockets of influencers on social channels that hadn’t yet been tested or leveraged by the brand
Search Visibility
Took advantage of growth opportunities in organic and paid search where the brand could successfully compete for search queries
The Challenge
Test how to reduce or eliminate the cost of print catalogs – the primary sales tactic
Successfully compete against bigger brands in search engines
Determine a faster path to conversion in a short time frame
Achieve aggressive goals with a limited budget
Strategic Process
Quantify Relevant Awareness
Defined niche groups of prospects that would benefit from tree-climbing and outdoor clothing
Map Points of Influence
Identified the digital channels where audience segments were most likely to engage with product information
Prove Your Business Value
Delivered relevant creative and messaging to persuade potential customers to learn more about the brand and products
Align Tactics to Sales Funnel
Took advantage of organic, paid search and social real estate, created and deployed emails, and optimized landing pages to drive buyers through the sales funnel
Rapidly Execute, Test & Analyze
Developed and tested a digital marketing plan to prove the sales value of digital tactics vs. print catalogs
72% decrease in cost-per-click for social ads