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Drive Sales With Paid Media While Growing Your Database

Audience Sherpa helped Rambo Bikes move aging inventory while growing their database of prospective leads and acquiring valuable psychographic insights for future marketing optimization.

PROBLEM: Rambo had inventory on two models they needed to move. Typically they would run paid media ads clicking to a sale page and see what happened. Historically 98%+ of all paid impressions and clicks did not convert to a sale. Sure, brand impressions and a single touchpoint was gained but Rambo had no insight as to who actually engaged the ads and they had to reach back into their wallet for more paid media to re-engage that traffic again in the future. They also had no idea if the traffic was even qualified. What a nightmare of a cycle. (pun intended!)

SOLUTION: Audience Sherpa created a new lead generation funnel that drove traffic from paid media to a sweepstakes to win a free Rambo Bike. Visitors had to answer 6 simple, yet crucial questions then provide their name, email, postal and an optional mobile number. Once entered, the data triggered an automated email to every entrant that included imagery and copy relevant to their unique, individual preferences revealed in their entry poll. Within minutes the reach back email provided context that aligned the right bike model to their lifestyle and were priced at or below the entrant's budget, as selected in the poll.

RESULTS: Although we are not at liberty to disclose the actual metrics of this on-going campaign the following undeniably enhanced their traditional paid media tactics and provided this increased value:

  • Beyond clicks they also gained opt in data from targeted consumers.

  • Obtained names, emails, postal codes and high percentage of mobile numbers from paid visitors.

  • Retained same brand impression goals with the paid spend

  • The sweeps component provided higher clicks than average sale campaigns

  • Google and Facebook tags were embedded to reveal real-time views and conversions