Moving the Sticks to Increase Sales By 60%

The Challenge

While Stikwood was achieving moderate success with their online sales, they wanted to grow rather quickly. While our plan was strategically sound and would increase awareness in the B2C market, it was our discovery of an entire B2B segment that Stikwood wasn’t reaching that would significantly move the sales needle. Working that market would give us what we needed to get stellar results.

The Solution

Our strategic plan segmented retail customers throughout the buying process based on lifestyle behaviors and content consumption. Customer segmentation included recently expectant mothers, DIYers and users engaged in project-based home renovations.

We took an omni-channel approach to Reach Stikwood’s various target audiences, including:

• Paid search campaigns: Bing and Google Ads
• Paid and organic social media content: Facebook, Instagram, Pinterest and SnapChat
• Programmatic video campaigns
• Customer-focused content: blogs, landing pages, inspiration guides and downloadables
• Email templates and messaging
• Creative content: videos and gifs

Campaign Objectives

Each campaign was crafted with purpose, whether it was engaging new audiences, delivering carefully targeted remarketing strategies to drive them through the funnel or nurturing existing audiences into online store orders.

Each of the delivered tactics was aligned to our end-goals. Tactics included a series of paid online media, creative content, email, social and SEO initiatives.

Based on lifestyle, behavior and content consumption, our strategic plan segmented customers to:

• Increase online sales
• Increase new website visitors
• Grow brand awareness

Target Audience

• Home improvement purchasers
• interior design contractors
• Retail customers
• DIYers
• Expectant mothers

The Work Behind the Results

Each campaign was carefully crafted to engage a specific audience with targeted remarketing strategies to guide them through the sales funnel while nurturing online orders. We leveraged multi-touchpoint, customer journey-driven content creation and paid social initiatives to increase both B2B and B2C conversion. Tactics included:

• Paid search campaigns: Google Ads + Bing
• Paid + organic social media content: Twitter, Facebook, Instagram, Pinterest, SnapChat
• Programmatic video campaigns: TubeMogul
• Customer-focused content: blogs, landing pages, inspiration guides and downloadables
• Landing pages, inspiration guides + downloadables
• Email templates and messaging
• Creative content: videos + GIFs

Delivering Quality and Measurable Outcomes

SSDM significantly exceeded all client objectives. Although our omni-channel creative approach and messaging were specifically geared toward the B2C and B2B target audiences, and we expected excellent results, the final campaign numbers were extraordinary.