THE ASK
Discovering new customers to drive revenue
KEY Apparel is a brand that has been trusted and relied upon by America’s hardest working for more than 100 years by providing durable, feature-rich, value-based workwear. They wanted us to review and develop their marking strategy to drive ecommerce growth. Specifically, they needed one that would double their year-over-year ecommerce revenue.
THE PROCESS
Discovery & strategy development
Whenever we take on a new project, we start with a discovery workshop. This series of in-depth questions help us get to know and understand a business as a brand. With KEY Apparel, we were able to gain a solid idea of their key drivers, competitors, and business objectives.
With this information, we moved on to strategy development which included the creation of:
- KPIs
- Conversion strategies
- An online marketing strategy
- Promotions
- Distribution plans
- A pricing and positioning strategy
- A statement of differentiation
- Buyer personas
Digital marketing implementation
From there, we set all of our strategies into motion. The digital marketing tactics we used included:
- Paid search
- Display ads
- The Google Shopping Network
- Social media
These allowed us to build out measurement, tracking, and data analysis to ensure that we were not only hitting our goals but could also tweak the campaign as necessary.
We also performed an audience matching exercise in Google. This identified lookalike audiences that were more likely to become customers and, more precisely, allowed us to target audiences more likely to purchase when on the site.
We saw another opportunity in their email marketing. We took a multi-pronged approach that allowed us to increase email growth by encouraging non-subscribers and customers to opt-in to receive emails, boosting both subscriptions and incremental sales.
Ecommerce & SEO optimizations
In order to increase their ecommerce potential, we added PayPal as a payment option. By making it easier for customers to buy in just a few clicks, we increased site conversion rates and decreased abandoned carts.
Additionally, we executed a product naming convention that implemented keywords on meta titles and descriptions, product names, and product descriptions to maximize organic site traffic.
Micro-influencer marketing
To expand the audience footprint, we partnered with micro-influencers to reach audiences by promoting KEY Apparel organically via the micro-influencer accounts at a relatively low cost per influencer.
Photography
