Technology/ Sportswear
Case Study
How best to promote a niche product with high-tech appeal when the client is skeptical about whether digital marketing will work? Run an experiment in the background of a strategically sound campaign.
That's exactly what we did for this Oregon-based client, who were releasing the newest version of their high-tech protective eyewear aimed at winter sports enthusiasts. When they first put the campaign on our desks, they let us know they planned to pay top dollar for a full-page ad announcing the product in an industry-specific magazine. Other than that, though, they weren't sure how best to promote the product.
We came back to them with the idea to run a pre-order campaign during their summer/fall off season, allowing for direct-to-consumer sales through their ecommerce storefront well in advance of the product's release. This meant the client got to see revenue for the product rolling in before it was even in hand and ready to ship, and we got the opportunity to build excitement and anticipation among their community of fans.
In addition to overseeing this project, Click provided Abom with ongoing social media & digital ads management services. We also oversaw a website redesign project, directing user experience design, writing copy, selecting images & managing the design/developer team. Together, Click and Abom built valuable momentum. Unfortunately, pandemic-driven supply chain issues cut off access to a vital piece of specialized technology that gave Abom's product its signature functionality. As a result, the business pivoted in a new direction. We helped support them through this transition, providing analytics information and business insight as needed.
HEET Xtreme Pre-Order Campaign
Objectives:
Drive sales of Abom's newest product during the off season
Demonstrate the efficiency of digital marketing outreach to new & existing customers
Analyze brand awareness & loyalty by tracking sales among existing customers ("VIPs")
Our Work:
Marketing Consulting &
Analytics Reporting
Consulted on product rollout timeline, determining sales begin alongside advertising as a pre-order campaign
Suggested the use of a "VIP" angle for existing customers to pre-order
Planned & executed analytics to measure campaign efficacy
Launch date differentiation for print vs. digital campaigns to assist with comparison of final ROI
Analytics strategy for each digital platform to ensure outcome measurement
Conceived & executed strategy for all print, digital & graphic design elements of the campaign including email, website, social media ads, and print ads with call to action & URL/QR code strategy
"They are great to deal with, very professional & analytical. They provide good value as well. I view the Click team as partners for the long term."
— Jim Fitzhenry, CEO, Abom Optics
Outcomes & Key Takeaways
192% ROI from digital marketing campaign
$17,094 (gross revenue)/$8,900 (digital marketing campaign total cost)
241 units shipped during pre-order period with 86 direct-to-consumer orders attributable to ads
Off-season strategy is highly effective when properly strategized
Use this period to announce new products & focus on existing customers who already have trust built with the brand
Off-season is a good time to bring in low-cost promotions & incentives to drive sales with minimal impact on profit
Audience loyalty is a significant strength
Abom clearly established a strong relationship with its existing customers, who demonstrate enthusiasm for new products & the brand in general. Customers have a positive relationship with Abom & respond positively to marketing emails (website visits + sales), social media posts (engagement) & digital ads
Digital marketing is highly effective
Total cost for digital marketing campaigns was significantly lower than the cost of traditional print ads, with a much higher ROI & overall larger quantity of orders placed through digital channels
