Introductions We’re here to present the case study for how R2i was able to drive online sales with a comprehensive digital marketing plan for Buck Wear
-Buck Wear is a company that provides quality apparel that speaks to the outdoor lifestyle of their customers, and when they came to R2i they had 18 years of success in wholesale B2B distribution, but very little experience marketing directly to consumers. -Buck Wear had recently redesigned their website and wanted to focus on expanding their business model to market directly to consumers using the digital channel
-R2i worked with Buck Wear to establish a Digital Marketing Plan that would touch all aspects of the buyer continuum, beginning with awareness, crossing into lead acquisition and then building consumer engagement as well as loyalty. Starting in May and running through December R2i launched a 6 month comprehensive Digital Marketing plan for Buck Wear that focused on (read 4 bullets)
The plan was kicked off with search engine optimization to focus on increasing the volume and quality of leads that were visiting the new website. R2i implemented SEO best practices and optimized the Buck Wear website for highly niche keywords in order to differentiate Buck Wear’s products from competitors who offer non-novelty hunting clothing and gear. In the first two months, overall organic search traffic rose 54% and Buck Wear was leading in the top organic results for relevant keywords where they had previously never ranked before. At the same time of refining keywords on the website for SEO purposes, R2i also established Paid Search Campaigns for hunting, fishing, miscellaneous outdoor sports, and branded keywords. In the first month of implementation, the Paid Search campaign yielded over 86,000 impressions and drove an average click-through rate of 4.03%. Learnings collected from both organic traffic and paid search traffic allowed R2i to refine messaging in order to roll out the remaining parts of the comprehensive digital marketing plan.
R2i developed an Integrated Digital Marketing experience consisting of relevant messaging and creative that would appeal to the target audience. Tactics consisted of social media efforts, email marketing campaigns, unique campaign landing pages, banner advertisements, and continuously refined paid search campaigns. Across the 6 months R2i also worked with targeted partners to execute campaign tactics and reach the right audience of hunters and fishers. Buck Wear partnered with Grand View Media to send branded emails to a list of 122,775 hunters with the following results. • Open rate of 6.55% • 436% increase in web traffic • 350% increase in conversions
One partnership example included partnering with online communities of interest, such as GunBroker.com, to display online banner advertisements that drove web traffic and online sales. During a targeted paid media campaign, sales increased 31%. Results: 0.3% click through rate Sales increased 31% during campaign
Social Media efforts consisted of building a detailed Facebook content strategy. Prior to working with R2i, Buck Wear had a established a Facebook community of 2,300 fans, and after executing R2i’s facebook strategy to engage new fans, Buck Wear’s fan base grew to over 26,000 fans across 6 months.
Facebook interactions on the Buck Wear fan page rose from 10-12 interactions per day to an average of 71 interactions per day. At the same time referring traffic to the Buck Wear website from the Facebook page rose from an average of 60 visits per month to roughly 5,077 per month.
After focusing on growing brand awareness and increasing Buck Wear’s fan base as well as email marketing database, we launched a Fan engagement campaign in November called the ‘Redneck Yourself’ campaign.
The campaign lived on the Buck Wear website and was promoted through a number of digital marketing tactics including Facebook, emails, and website promotion. Results: In the first month, the campaign landing page became the #2 top content page on the website with an average of 8 minutes of time spent on page. It received over 10,000 page views, and over 700 actions of sharing.
Across the 6 months of running Buck Wear’s Digital Marketing plan, the month over month website visitor activity more than doubled and spiked even further during the ‘Redneck yourself’ campaign in November. The ‘Redneck yourself’ campaign launched in Nov. and during this time website traffic rose 54% and website goal conversions rose 170%
With 26,000 fans on Facebook, Buck Wear had built a community of engaged fans where they can futher build upon their customer loyalty
The Buck Wear Digital Marketing plan drove a consistent increase in online sales with a 40% increase in online sales from Q1 to Q2, and a 130% increase in online sales from Q3 to Q4. These business results proved to show how a strategic and comprehensive digital marketing plan could enable Buck Wear to achieve their business objectives and successfully expand their business model to sell their product direct to consumers online.
Presentation Details: R2i Drives Online Sales with Comprehensive Digital Marketing Plan for Buck Wear Presented To: AMA Baltimore
Founded in 1992, Buck Wear provides quality apparel that speaks to the outdoor lifestyle of their customers.
Throughout their 18 year history, Buck Wear had achieved successful wholesale distribution, and had very little experience marketing directly to consumers.
Buck Wear had recently redesigned their website and wanted to focus on growing their online presence, increase brand awareness amongst online consumers, extend their community into social networks, and build their email marketing database.
Confidential 06/10/11 R2i’s Digital Marketing Approach Identifying solutions for Buck Wear’s Business Objectives
Increase brand awareness amongst the target online consumer using a combination of effective digital marketing tactics
Increase the volume and quality of online web conversions using relevant messaging and by increasing organic search engine ranking of the Buck Wear website with relevant terms
Use a combination of digital marketing tactics to increase engagement and interaction with the Buck Wear customer base as well as target audience
Apply analytics to obtain a deeper understanding of target audience behavior and an understanding of what drives online sales
Confidential 06/10/11 Search Engine Optimization & Search Engine Marketing Improved organic rankings of Buck Wear website using SEO best practices combined with Search Engine Marketing campaigns.
Integrated Digital Marketing Experience Developed an integrated digital marketing experience that spanned across digital tactics including Social Media, Email, unique campaign landing pages, and Paid Media.
Paid Media Partnered with targeted online communities to drive web traffic and online sales.
Facebook Marketing Increased community engagement through strategic Facebook content.
Facebook Marketing Increased audience engagement and loyalty with strategic Facebook content and campaigns.
‘ Redneck Yourself’ Campaign Developed a fun and engaging ‘Redneck Yourself’ campaign tool that allowed current and potential fans to interact with the Buck Wear brand.
‘ Redneck Yourself’ Campaign Digital tactics drove to the shareable campaign content, allowing potential and current fans to interact with the Buck Wear brand.
Digital Marketing Results Doubled month over month website visitor activity and goal conversions Web traffic increased by 50% during the November ‘Redneck Yourself’ Campaign Conversions increased by 170% during the November ‘Redneck Yourself’ Campaign
Digital Marketing Results Increased fan base to over 26,000 and increased the average daily interactions on Facebook by over 400%
Business Results Drove a consistent increase in online sales on a quarterly basis across the six months of r2i’s digital marketing efforts
About R2i R2i creates value for our clients through strategic marketing initiatives that bridge the customer conversation from branded properties to social platforms. Our proprietary technology and interactive user experiences build and foster online communities. www.r2integrated.com Baltimore / Washington, DC • Seattle • Boston