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Customer Acquisition

Customer Acquisition

Case Study - Banana Brothers

Driving Q4 eCommerce in the Cannabis Industry

The Challenge

We were approached by a Direct-to-Consumer ecommerce brand of high-end ancillary products for the legal cannabis market who had been struggling to meet sales projections. While the marketing landscape is slowly opening up for the cannabis market, there are still many limitations in mainstream media channels. Previous agencies had relied on video content and influencer marketing which was yielding abysmal results. The influencer team was effectively unmanaged was not delivering on the elements of the program. The video alienated segments of the market that could likely be wooed with messaging aligned to market interests. As the brand headed into the Q4 holiday season prospects were dim for achieving their goals of unit sales and revenue. Multiple issues were inhibiting progress including the existing customer acquisition strategy, website usability issues, and a lack of consumer insights. At the beginning of September the client made the decision to start over and brought in the Matters Group the make the most of a dire situation. 

Our Solution

We didn't have time for a properly executed survey so our team conducted a deep-dive into any consumer and performance data available. We applied learnings from our national consumer research study and  overlaid it with existing sales and customer data. Next we deployed improvements to the website user experience and conversion funnel optimization. Then utilizing our fresh take on consumer data we revamped the media strategy and activated new media channels and platforms data showed to be cannabis-friendly.

Beggars can't be choosers and in this case the brand urgently needed to find an audience and drive sales even if bottom line profitability was sacrificed. As a result the management team was open to alternative ideas but we had little time to do proper media, creative and audience testing. There are times when experience and know-how take precedence over sound methodologies, this was one of those times. With few customer specific insights we took what we had and launched a program that targeted a digital audience that was cannabis-friendly and open to new ideas.  

Impact for Client

During a very frantic and sometimes chaotic Q4 we launched, optimized and delivered a digital program that not only met but exceeded program goals. We did quick tests of creative by market segment to dial in messaging. We determined that a BOGO message (by one, get one) out performed a percentage off or free-shipping message. Campaigns were launched for brief but intense periods then quickly optimized removing under-performers and re-allocating media to top performers. The influencers were cut day one saving what would have been a $30,000 expense in Q4. As sales data came in we made changes on-the-fly to the website introducing best practices for conversion funnel optimization. Knowing that consumers would visit Amazon for price comparisons, we made it easy and added a "Buy On Amazon" button to the brand website to address that audience. 

At the conclusion of the program we had achieved the target revenue mark, exceeded the unit sales target and maintained a 70% per unit gross margin. More importantly we learned key aspects of the audience that contradicted assumptions leadership had made. While males 25-34 made up most of the visiting audience and gross sales, women 35-64 were shown to be more profitable and had lower acquisition cost with higher average order sizes. Moving forward the Q4 media program not only delivered on sales but also provided insights to guide future campaign development. 

Case Study - Liquid Planner

LiquidPlanner logo

Grow Customer Acquisition & Reboot Digital Marketing

The Challenge

A ground-breaking product had lost steam since its introduction. Existing lead generation programs weren’t performing. Lack of internal resources and expertise had hampered the growth of the digital marketing program to the point it was turned off. The directive we were given: improve position in organic search, increase number & quality of pay per click leads, reduce the cost of lead acquisition and grow paying customers by 25% in 6 months from start.

Our Solution

An in-depth digital marketing program audit was executed to assess current program status, weaknesses and opportunities. To deliver an immediate boost to visibility and lead generation, the PPC program was completely overhauled. Key activities included refocusing the customer acquisition strategy, campaign reorganization, extensive keyword expansion, landing page optimization and keyword level bid optimization. Our attention was then shifted to search engine optimization. Key activities to launch the SEO effort included: a detailed audit & competitive analysis. Data was utilized to support persona development and customer journey mapping which then drove keyword targeting, content strategy, link building & site usability improvements through site redesigns.

Impact for Client

Under the Matters Group (formerly Confluence Digital) management the paid search lead acquisition cost was cut by 60% beating the client’s target by 30%. In turn lead volume increased 90% in the first 2 months, 140% by the anniversary of the program and by 600% at 2 years. Fun fact: the Marketing Director who brought us on board was promoted twice during our tenure to become one of the few female technology CEOs in the Seattle area in part to the growth she engineered with our assistance. 

 

Case Study - Expedition Trips

Expedition Trips Logo

Investing in Customer Knowledge Leads to Revenue Gains

The Challenge

Expedition Trips a online travel agency specializing in expedition cruising and travel to some of the most remote locations on earth.  For years Expedition Trips had relied on pay per click search engine marketing to drive leads. An existing agency relationship had turned stale and both lead volume and quality had dropped off substantially. Furthermore, a slew of new entrants into the market had made the competitive landscape much more fierce. Expedition Trips needed a way to stand out from competitors and communicate the benefits of their service to both markets served: cruise operators and travelers.

Our Solution

We proposed a unique approach. First, we suggested we not rip apart the existing program. Instead we brought the inherited program under control which immediately reduced cost per leads generated by over 50%. Next we executed a qualitative consumer study to understand why travelers sought out the services of Expedition Trips. This exercise unveiled many findings about the motivations and interest of Expedition Trips' audience which were incorporated into marketing tactics, messaging and even sales and service processes.

Under our management, the digital marketing program’s poor performance was reversed fairly quickly and sustained for over 4 years until the COVID-19 pandemic hit the travel industry very hard. Prior to the impact of the pandemic, the program realized improvements in lead quantities, reduced lead-to-booking conversion time as well as increased average trip value. By digging into historic data about the attributes of those not just curious about travel, but actually booking trips, we were able to re-allocate media and targeting to focus on customer segments most likely to invest in a once-in-a-lifetime trip. By doing the research and better understanding the market, we were able to deploy tactics that maintained improvements in program performance that were sustained throughout our engagement. 

Impact for Client

In support of Expedition Trips, we executed our Brand Activism™ program to align internal and external views of the brand with travelers, cruise operators and the client team. A cross-section of customers and partners were surveyed to uncover what they valued most in the experience and how ExpeditionTrips delivered to meet those expectations. With a deeper understanding of the traveler's desires, the Expedition Trips staff were able to more efficiently qualify and guide individuals to trips that best met their needs. Additionally all creative assets were evaluated and new concepts were tested that addressed the needs and interest of high-value customers and micro-target them across geographies. The cruise operators benefited by having travelers whose expectations were met and/or exceeded by the experience which endeared them to the cruise line brand. During our time the cost per lead dropped nearly 80%, lead volume rose nearly 50%, lead-to-booking time dropped 20% and the average revenue per passenger increased almost 12%.  In fact prior to the pandemic the client shared with us that 2018-2019 were two of their best years ever. 

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