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AN INTEGRATED MARKETING STRATEGY TO DRIVE SALES DURING A PANDEMIC

Impress Me!

Elevation 107

elevation107.com.au

BREAKING THROUGH THE POW WITH AN EXPERT MULTI-CHANNEL STRATEGY TO INCREASE PAGE 1 RANKINGS BY 89%

Elevation107 began working with Impressive in April 2020 following an unsuccessful eCommerce migration by another agency and unprofitable campaigns. Our aim was to get Elevation107 back on the slopes by yielding profit, maximising their ROI across various channels, and building an organic, sustainable online presence.

A volatile tourism industry had a direct impact on the client’s offerings, presenting additional roadblocks for Impressive to counter.

With an expertly crafted, multi-channel campaign, Impressive drove the client’s sales to over 127% YoY – even in the midst of a global pandemic.

127%

increase in eCommerce revenue

366%

increase in non-brand clicks

89%

increase in page 1 rankings

THE CLIENT

Elevation107 specialises in snowboarding and skiing equipment, apparel and accessories for local customers in Western Sydney, as well as throughout Australia via their online store. They stock an array of products from global brands, and offer affordable, fast delivery across Australia.

THE CHALLENGE

Ongoing lockdowns and travel restrictions across Australia saw the demand for skiing and snowboarding gear plummet. Coupled with existing issues as a result of a failed website migration with another agency, Elevation107’s eCommerce sales were in freefall. Restoring traffic and visibility, boosting sales and improving conversion rates was no easy feat – but the experienced team at Impressive were ready to take on the challenge.

The goal of this campaign was to restore the website’s performance pre-migration, as well as improve conversion rates, organic rankings and ensure the brand is top of mind for potential customers.

THE STRATEGY

The first step was to understand the target market so we could create a tailored strategy. We determined the personas that would be the most receptive and identified five channels that would work cohesively to achieve the goal: SEO, SEM, content, social media and email automation. 

Our plan involved recovery work to salvage lost rankings post-migration, identifying and pursuing new traffic growth opportunities around commercial queries, and driving qualified traffic to the site through bespoke mobile and desktop campaigns. No avenue was left unexplored as we incorporated all relevant ad extensions, including call-out and enhanced sitelinks. To target potential customers in the middle of the sales funnel, we rolled out dynamic product ads across Facebook and Instagram. Finally, we launched a segmented automation campaign to capture prospective customers at every stage of their journey.

THE RESULTS

Despite a particularly challenging period in the industry, Elevation107’s eCommerce revenue increased by 127% YoY thanks to an expert strategy by Impressive. Non-brand clicks skyrocketed by 366%, page 1 rankings increased by 89%, and revenue saw a growth of 13%.

The client’s site was restored to its performance pre-migration, equipping them with the necessary tools for a successful online presence.

With an Impressive partner, not even a global pandemic could keep Elevation107 snowed under.

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WE’RE NOT JUST A DIGITAL SERVICE PROVIDER – WE’RE YOUR PARTNER IN PERFORMANCE

Here’s how we’ll invest in you:

A comprehensive audit

We’ll review all of your digital marketing channels and outline what’s working, and what needs to be improved.

Unique growth strategy

We’ll share our approach, covering how we’d scale your marketing – and how they relate to your objectives.

ROI projections

We’ll forecast the results you can expect, as well as your investment and the KPIs involved to get you there.