Performance-Based Growth Marketing Case Studies
Direct-to-Consumer eCommerce
Business Challenge:
With more brick-and-mortar retailers shuttering stores, on top of intense competition from Amazon, Jet and other online retailers, the Company needed to expand distribution and attract a new and broader client base to drive its high-margin men’s suit business.
The Solution:
The Company launched a new men’s suit line with innovative fabrics and technology, becoming the first to offer a truly machine washable, high-quality, tailored suit. Using this unique product attribute and differentiation as the core-marketing message, the Company successfully launched an aggressive, multi-channel marketing and demand generation digital campaign. Tactics included banner ads, social media, media relations, affiliates, HTML mailers, website promotions, videos, influencers, Google shopping, PPC, remarketing and retargeting programs. Within the first six weeks of this performance-based marketing campaign, the Company realized a solid 36% boost in suit sales, double-digit increase in average order value, website traffic, conversions and a triple-digit increase in new customer acquisition showcased by the growth of its loyalty program opt-in subscribers.
Software and Consulting
Business Challenge:
The Company had just completed a series of acquisitions enabling it to broaden its product line and become a viable competitor against the market leader. However, the Company had little brand recognition in the marketplace and was virtually unknown to potential buyers.
The Solution:
A multi-channel branding and data-driven demand generation campaign was launched identifying the competition in an effort to educate prospects that another viable option was available. New materials to support the ad campaign included corporate brochure, case studies, product data sheets, white papers, webcasts, podcasts and events. As a result of the campaign, sales doubled and the pipeline grew more than 200%. To maintain the momentum and promote specific product offers, additional direct response, telemarketing and eMarketing campaigns followed.
Ridesharing Services
Business Challenge:
The Company needed to increase awareness to generate new bookings as it was expanded its footprint and added services in a hyper-competitive marketplace.
The Solution:
An aggressive, digital integrated, data-driven demand generation campaign was launched utilizing print and electronic ads, direct response mailers, multi-channel social media, affiliates, discount deal sites, influencer marketing, mobile user acquisition, PR, blogs and media relations. The campaign focused on the value of planning ahead and booking a designated driver featuring a special introductory rate. As a result of the campaign, the Company generated more than 100 percent increase in mobile app downloads, new customer registrations and successful conversions to eCommerce bookings and had to aggressively hire more drivers to keep up with demand.
Global Consulting, Technology and Outsourcing Solutions
Business Challenge:
The European Business Process Outsourcing (BPO) firm had virtually no stand-alone clients in North America (NA). The Company needed a plan, strategy and tactical launch to enter the highly-competitive NA BPO market.
The Solution:
A new strategy, messaging, positioning and go-to-market plan was developed. The program was launched with a multi-channel content, branding and demand generation campaign which included advertising, service brochures, white papers, sales support tools, media and analyst tours, direct response, eMarketing, Website and events. Within 12 months, the Company began winning competitive deals and built a €1.3 billion NA pipeline.
Cloud Services, Infrastructure and IoT Subscriptions
Business Challenge:
In order to grow its business model, the Company needed to globally recruit traditional hardware resellers, and convince them of the value to start to sell and distribute cloud software and subscription services.
The Solution:
The Company designed an integrated demand generation campaign which educated resellers on the 8 steps to building a profitable cloud business practice. The digital marketing campaign consisted of a blog series and webinar, which were promoted through an aggressive social media campaign, banner ads, infographic, retargeting, PPC, direct response, speaking opportunities, roadshows, media relations and promotions. As a result of the performance-based marketing campaign, the company was able to significantly boost its global cloud reseller base by 157% YoY.
Direct-to-Consumer eCommerce
Business Challenge:
The Company was late in launching its Spring/Summer collection and the competition had already launched several weeks prior. To compound matters, its website traffic, AOV and conversions had fallen to their lowest levels in the past six-months.
The Solution:
The Company launched a two-week pre-season sale to create buzz for its new collection. Using an aggressive, multi-channel growth marketing and demand generation digital campaign, the Company ran banner ads, social media, media relations, HTML mailers, Lookbooks, website promotions, videos, blogs, influencer and affiliate campaigns, Google shopping, PPC, remarketing, and retargeting programs. As a result of this performance-based, growth marketing campaign, the Company realized record sales, traffic and conversions for the month, increased its AOV three-fold, and achieved a triple-digit increase in new customer acquisitions, showcased by the growth of its opt-in email subscribers, as well as social media followers and engagement.
Telehealth Subscription Services
Business Challenge:
The Company needed to boost its member engagement and utilization of its DTC subscription medical services to stay on target with annual goals and objectives during the slowest season of the year.
The Solution:
The Company implemented a series of comprehensive multifaceted, multi-touch demand generation and weekly engagement marketing campaigns to educate and inform consumers that even though they are on vacation, they can access a doctor 24/7/365 from anywhere they have Internet access, reinforcing the value of maintaining their subscription. New materials to support the summer vacation campaign included email mailers, PR, blogs, videos, flyers, posters, website banners and social media. As a result of these efforts, the Company significantly increased website traffic, social media engagement, eCommerce new member registrations, app downloads, appointments and consultations.
Cloud-Based Cybersecurity Subscription Services
Business Challenge:
The Company needed to clearly differentiate its services while rapidly securing new clients in an effort to close deals by year end to meet aggressive growth targets. Global competition was intense and prospects were confused by false and misleading competitive offerings.
The Solution:
A multi-channel, demand generation/customer acquisition growth marketing campaign was launched utilizing eMarketing, print advertising, banner ads, direct response, infographics, social media and media relations. The program educated prospects that they needed DDoS mitigation services to protect their eBusinesses in the critical Q4 holiday season, and even if they had protection in place, these services were insufficient against complex cyber attacks. Supporting materials included white papers, case studies and press releases. The performance-based marketing campaign generated a record number of new customer sign-ups enabling the company to achieve its highest revenue quarter to date.
Direct-to-Consumer eCommerce
Business Challenge:
The Company needed to drastically increase sales, distribution and awareness for one of its key premium high-end women’s designer labels, as wholesale sales started to soften, as key brick-and-mortar retailers shuttered doors. The Company was also seeing significant price erosion on the brand as Amazon and Jet were deep discounting, and breaking the MAP pricing model.
The Solution:
To protect pricing and build stronger brand awareness, the Company determined it was best to build a direct-to-consumer eCommerce site for this key brand. Within six weeks, the Company merchandised and launched a fully operational eCommerce business. To promote the site, the Company implemented an integrated multi-channel marketing and digital demand generation campaign utilizing banner ads, social media, media relations, HTML mailers, website promotions, influencers, affiliates, Google shopping, PPC, remarketing and retargeting programs. As a result of the performance-based marketing campaign, the Company was able to begin transitioning distribution from wholesale and marketplace channels to its new direct-to-consumer website, protecting pricing and brand investments. In addition, the campaign was able to generate 9,500 new opt-in consumers in less than three weeks through innovative social media, growth marketing and digital advertising programs. The site also delivered the highest average order value and margins compared to its family eCommerce brands within the first quarter of its launch.