36% year over year increase in holiday sales in spite of recessionary consumer spending
Wild Sales – the company behind tailgatetoss.com – assumed they had missed their chance to capitalize on the holiday shopping season. But it’s not like us to let an opportunity slip away.
Challenge
For several years, Wild Sales had depended on Google AdWord to drive traffic to their site. This strategy led to sales, but at a substantial cost. It was October when they came to us with the goal of implementing a new strategy by January.
But January, we knew, was two months too late to make the most of the holiday shopping season.
We recommend fast (yet well-considered) changes in marketing strategy, site design, usability and online security. The changes were designed to break Wild Sales’ addiction to Google AdWord, and allow them to keep more of their own profits.
The Solution
Our relationship with Wild Sales started the last week of October. Black Friday, their top selling day of the year, was less than a month away. By leveraging search engine optimization, email promotion, social media and other digital marketing tools, we laid out a plan to make an immediate impact.
First, we researched the existing site's index, updating content, meta data, and other SEO elements. During the process, we discovered a database of 10,000 previous customers. We then leveraged the list to create an email-marketing tool – complete with a promotion for the week of Thanksgiving.
It was a good start. But we knew more could be done. So we also created a custom and highly targeted marketing effort on Facebook for Wild Sales. Best of all, we made the entire campaign come together in time for the holidays.
Since many of the Wild Sales demographics were within Facebook, Brainstorm created a custom and highly targeted demographic ad campaign within Facebook to target fanatical fans to the licensed products. This campaign ran through much of the holiday season.
The Result
Within weeks, search rankings soared and tailgatetoss.com became one of the top listings in its category. Thanks to quick – and disciplined – thinking, Wild Sales saw holiday sales rise 36% from the previous year.
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