Building Web Traffic for a Local Retailer
Founded in 2010, The Sports Cave offers a wide range of authentic sports memorabilia, gifts and framing services. It was conceived as a place where men could purchase their favorite sports items, but also where women could shop in a friendly and fun environment. The Sports Cave operates two retail locations in the Philadelphia area as well as an online store to sell merchandise and promote sports personality signings.
The objective was to develop short-term (60-day), cost-effective marketing tactics to drive online sales and build brand recognition. The flagship store is located in a mixed retail/corporate environment and draws consumers from a large geographic area, primarily via foot traffic from employees of the corporate partners. However, the online operation has not been a revenue driver. Prior to partnering with P2E, The Sports Cave had been selling merchandise through their online store for fourteen months. Total revenue during that period was approximately $5600, and the average online purchase was $70.
P2E proposed a solution that combined using their robust email list, a reorganizing of their existing website and leveraging their social media presence. The first step in the plan involved making minor edits to the website to enhance user experience. P2E reviewed the existing online promotion schedule and proposed revisions that would tie into specific sports seasons, teams and/or players, and that could easily be promoted in advance. We also revised the copy content in two different sections of the website to solidify the brand message. Additionally, we made minor adjustments to the organizational structure by alphabetizing teams and editing some team content.
Secondly, P2E suggested The Sports Cave unify all their email efforts into one location, instead of the multiple outlets they previously utilized. By using Constant Contact, the team at P2E was able to centralize all of the customer data, enabling segmentation for different promotions. We executed a total of six eBlasts for various online discounts, holiday promos and player signing events. All of the email efforts were developed in conjunction with postings and additional incentives through Facebook.
Finally, P2E proposed that the Sports Cave supplement the digital marketing efforts with a variety of different media. We designed custom VIP tickets, to be given as gifts for the signing event. We also proposed new brand signage and/or guerilla marketing to be displayed throughout the retail location. We incorporated previously purchased online advertising space to increase total impressions. And, we partnered with their internal social media manager to ensure that all postings were on message.
In the 60 days of the campaign, the total online revenue far surpassed the revenue generated in the first fourteen months. Online revenue directly related to the efforts of P2E reached nearly $10,000, and the average online purchase during this time increased to over $157.