Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
The Ultimate Event for Small Business Success.
Pattern Interrupts
Taking Online Marketing Offline
Gonz Medina & Andy Micha...
The Ultimate Event for Small Business Success.
Meet Blue Chip
More than just apparel
The Ultimate Event for Small Business Success.
Gonz Medina
• Co-Founder of Blue Chip
• Wrestled at U Penn
• Goodbye,
Corpo...
The Ultimate Event for Small Business Success.
Blue Chip History
• Founded 2001
• 100% Referral-Based
• Currently have 25+...
The Ultimate Event for Small Business Success.
Team and Retail Apparel
• 65% of revenue from custom
team apparel
• Focus o...
The Ultimate Event for Small Business Success.
What we offer
• Wrestling Equipment
• Singlets
• Lifestyle Apparel
– NCAA F...
The Ultimate Event for Small Business Success.
Our Ideal Customer
• Wrestling Parent
– Focused on easy, fast
transaction
–...
The Ultimate Event for Small Business Success.
Our Marketing Goals
• Capitalize on brand equity
– Most traffic comes from
...
The Ultimate Event for Small Business Success.
Evolution of a Campaign
Adding some interrupts to get ‘sticky’
The Ultimate Event for Small Business Success.
Version 1 Overview
• Simple email-only follow up for non buyers
• Basic, li...
The Ultimate Event for Small Business Success.
Version 1 Lead Capture
• Required work for
user to find it
• Converted well...
The Ultimate Event for Small Business Success.
Version 2 Overview
• Capitalize on brand equity
– Make default behavior for...
The Ultimate Event for Small Business Success.
Version 2 Overview
@BlueChipTweets
The Ultimate Event for Small Business Success.
Step 1: Welcome Gate
• Page built in 20 minutes with Lead Pages
• Effortles...
The Ultimate Event for Small Business Success.
Version 2 Lead Capture
@BlueChipTweets
The Ultimate Event for Small Business Success.
Step 1: How it works
@BlueChipTweets
BCW.com
Specific
Page?
Arrive at
Reque...
The Ultimate Event for Small Business Success.
Step 1: Welcome Gate
• All first time root traffic goes
to the Gate
• Lead ...
The Ultimate Event for Small Business Success.
LIVE DEMO
• Leadpages template options
• A/B testing
• Publishing options
•...
The Ultimate Event for Small Business Success.
Step 2: Free Offer
• Thank you page is 2nd
Infusionsoft web form
• Asks for...
The Ultimate Event for Small Business Success.
Step 2: Free Offer
@BlueChipTweets
The Ultimate Event for Small Business Success.
Step 3: Pre-Purchase Follow Up
@BlueChipTweets
Deliver
promised Info
Nag un...
The Ultimate Event for Small Business Success.@BlueChipTweets
The Ultimate Event for Small Business Success.
Step 4: Turbocharge Promoters
• Free gift with purchase
– Everybody loves a...
The Ultimate Event for Small Business Success.
Step 4: Turbocharge Promoters
@BlueChipTweets
Filter by orders
and total sp...
The Ultimate Event for Small Business Success.
Step 4: Mechanics
@BlueChipTweets
The Ultimate Event for Small Business Success.
Step 4: Mechanics
@BlueChipTweets
The Ultimate Event for Small Business Success.
Step 4: Turbocharge Promoters
@BlueChipTweets
Email follow upHandwritten
Th...
The Ultimate Event for Small Business Success.
Step 4: Testimonials
• Well I ordered 2 singlets for my 2 pee-wee wrestlers...
The Ultimate Event for Small Business Success.
Step 5: Late Stage Followup
@BlueChipTweets
The Ultimate Event for Small Business Success.
Results
More leads, more buyers!
The Ultimate Event for Small Business Success.
Results: Conversion %
• Conversion of organic traffic:
7%
• Cost of organic...
The Ultimate Event for Small Business Success.
Results: Conversion
• Cost per mailing:
– < $1
• Revenue per Welcome
Gate L...
The Ultimate Event for Small Business Success.
Results: Feedback
• Total Reviews:
– 3499
• Average rating:
– 4.5 / 5
• % O...
The Ultimate Event for Small Business Success.
Thank you!
• Download redirect script:
BlueChipWrestling.com/Gate
• @BlueCh...
Upcoming SlideShare
Loading in …5
×

Andy Michaels & Gonz Medina - Blue Chip

669 views

Published on

Success Stories Track - ICON14

Published in: Business, News & Politics
  • Be the first to comment

  • Be the first to like this

Andy Michaels & Gonz Medina - Blue Chip

  1. 1. The Ultimate Event for Small Business Success. Pattern Interrupts Taking Online Marketing Offline Gonz Medina & Andy Michaels Blue Chip Athletic @BlueChipTweets @gmedina142 @TheAndyMichaels
  2. 2. The Ultimate Event for Small Business Success. Meet Blue Chip More than just apparel
  3. 3. The Ultimate Event for Small Business Success. Gonz Medina • Co-Founder of Blue Chip • Wrestled at U Penn • Goodbye, Corporate America @BlueChipTweets
  4. 4. The Ultimate Event for Small Business Success. Blue Chip History • Founded 2001 • 100% Referral-Based • Currently have 25+ • Shopping for 4th location @BlueChipTweets
  5. 5. The Ultimate Event for Small Business Success. Team and Retail Apparel • 65% of revenue from custom team apparel • Focus on wrestling market • BlueChipWrestling.com for online retail @BlueChipTweets
  6. 6. The Ultimate Event for Small Business Success. What we offer • Wrestling Equipment • Singlets • Lifestyle Apparel – NCAA Fan Gear – “Word” Shirts @BlueChipTweets
  7. 7. The Ultimate Event for Small Business Success. Our Ideal Customer • Wrestling Parent – Focused on easy, fast transaction – Less price sensitive, premium on service • Access to Influencers – Interacts with other parents or coaches – Vocal about wrestling, shares good experience @BlueChipTweets
  8. 8. The Ultimate Event for Small Business Success. Our Marketing Goals • Capitalize on brand equity – Most traffic comes from variations on “Blue Chip” • Get more 2nd chance conversions – Steer ‘evaluators’ back to us • Turbocharge the promoters – Give the vocal parents a “wow” experience @BlueChipTweets
  9. 9. The Ultimate Event for Small Business Success. Evolution of a Campaign Adding some interrupts to get ‘sticky’
  10. 10. The Ultimate Event for Small Business Success. Version 1 Overview • Simple email-only follow up for non buyers • Basic, linear, time-based follow up for buyers • Easily ignored @BlueChipTweets
  11. 11. The Ultimate Event for Small Business Success. Version 1 Lead Capture • Required work for user to find it • Converted well for those who got there • Relatively weak offer (10% off) @BlueChipTweets
  12. 12. The Ultimate Event for Small Business Success. Version 2 Overview • Capitalize on brand equity – Make default behavior for all visitors to sign up • Get more 2nd chance conversions – Give compelling reason to share info • Turbocharge the promoters – Make the experience white glove with personal contact @BlueChipTweets
  13. 13. The Ultimate Event for Small Business Success. Version 2 Overview @BlueChipTweets
  14. 14. The Ultimate Event for Small Business Success. Step 1: Welcome Gate • Page built in 20 minutes with Lead Pages • Effortlessly connect Infusionsoft Forms • Change ‘Attention Optional’ to ‘Attention Mandatory’ @BlueChipTweets
  15. 15. The Ultimate Event for Small Business Success. Version 2 Lead Capture @BlueChipTweets
  16. 16. The Ultimate Event for Small Business Success. Step 1: How it works @BlueChipTweets BCW.com Specific Page? Arrive at Requested Page Return Visitor? Arrive at Home Page Welcome Gate Yes Yes
  17. 17. The Ultimate Event for Small Business Success. Step 1: Welcome Gate • All first time root traffic goes to the Gate • Lead form captures name + email • Kicks off initial follow up • Download redirect script: BlueChipWrestling.com/Gate @BlueChipTweets
  18. 18. The Ultimate Event for Small Business Success. LIVE DEMO • Leadpages template options • A/B testing • Publishing options • Thank You Pages @BlueChipTweets
  19. 19. The Ultimate Event for Small Business Success. Step 2: Free Offer • Thank you page is 2nd Infusionsoft web form • Asks for physical mailing address • Incremental, low-risk steps @BlueChipTweets
  20. 20. The Ultimate Event for Small Business Success. Step 2: Free Offer @BlueChipTweets
  21. 21. The Ultimate Event for Small Business Success. Step 3: Pre-Purchase Follow Up @BlueChipTweets Deliver promised Info Nag until purchase Nag if address not given Mail sticker and letter Follow up On sticker
  22. 22. The Ultimate Event for Small Business Success.@BlueChipTweets
  23. 23. The Ultimate Event for Small Business Success. Step 4: Turbocharge Promoters • Free gift with purchase – Everybody loves a free t-shirt, great for branding! • Lighting fast shipping – 90% of orders shipped same day, couriers for local same-day delivery • High-touch VIP follow up – New customers or big spenders get more love @BlueChipTweets
  24. 24. The Ultimate Event for Small Business Success. Step 4: Turbocharge Promoters @BlueChipTweets Filter by orders and total spend Task + Internal Form
  25. 25. The Ultimate Event for Small Business Success. Step 4: Mechanics @BlueChipTweets
  26. 26. The Ultimate Event for Small Business Success. Step 4: Mechanics @BlueChipTweets
  27. 27. The Ultimate Event for Small Business Success. Step 4: Turbocharge Promoters @BlueChipTweets Email follow upHandwritten Thank You card THEN ask for feedback Follow Up if Unhappy
  28. 28. The Ultimate Event for Small Business Success. Step 4: Testimonials • Well I ordered 2 singlets for my 2 pee-wee wrestlers. They are awesome on the website and even better in person. My boys were getting compliments like crazy. The customer service was excellent the shipping was reasonable and super fast. Will definitely do business again, and will not order anywhere else. Thanks for everything James David Alamosa,CO (Order # 45044) • Ultra fast shipping great customer service and follow-up. Would never order wrestling gear or supplies from any where else Brian Swaw Lockport,IL (Order # 45103) • Very nice website, and easy to find what I needed! Thanks for always checking up on my shipment so much! Thanks again! I now know where to get all the wrestling stuff I need! Abby Grunden Pittstown,NJ (Order # 44851) @BlueChipTweets
  29. 29. The Ultimate Event for Small Business Success. Step 5: Late Stage Followup @BlueChipTweets
  30. 30. The Ultimate Event for Small Business Success. Results More leads, more buyers!
  31. 31. The Ultimate Event for Small Business Success. Results: Conversion % • Conversion of organic traffic: 7% • Cost of organic leads: Negligible • Last 30 days: – 500 Welcome gate leads – 443 Requested sticker (88%) @BlueChipTweets
  32. 32. The Ultimate Event for Small Business Success. Results: Conversion • Cost per mailing: – < $1 • Revenue per Welcome Gate Lead: $22.70 • Revenue per Sticker mailed: $51.43 @BlueChipTweets
  33. 33. The Ultimate Event for Small Business Success. Results: Feedback • Total Reviews: – 3499 • Average rating: – 4.5 / 5 • % Ordering Again: – 99.37% @BlueChipTweets
  34. 34. The Ultimate Event for Small Business Success. Thank you! • Download redirect script: BlueChipWrestling.com/Gate • @BlueChipTweets • @gmedina142 • @TheAndyMichaels @BlueChipTweets

×