High-end sports equipment company has difficulty gaining new customers, website content creation strategy and paid media work together to generate 453 new customers at a 352% ROI

Problem: High-end sports equipment company who’s brand name is synonymous with its product has difficultly expanding their customer base.

Analysis: The product is intimidating for casual fitness enthusiasts. They are unsure of the value of the product and how to use it effectively.

Strategy: Create content on the website to increase accessibility of the product and promote the new content to likely customers.

Execution: Promote new workout video content with native ads and pinterest, use new highly informative landing pages for unbranded search keywords instead of product pages. Traffic all media through DCM (to de-dupe conversions across all channels) and shift from a last-click ROI to a Multitouch attribution model for a better understanding of the entire customer journey.

Results: 453 new customers gained during test period with 127 of those customers being incremental. Those incremental customers either went to the site through an unbranded search ad, or saw/clicked on a display ad and later converted via brand search, organic search, or direct.

Next Steps: Continue to promote workout video content and unbranded search landing pages as an always on customer generating initiative with readjusted ROI goals focused on business growth