$250k In Revenue From A Personalized Email Campaign
The Overview
The Pure Archery Group (PAG) invested heavily in collecting zero-party data from millions of outdoor enthusiasts starting in 2016. In 2020, as the pandemic limited access to both big box and independent archery dealerships, they leveraged the hundreds of thousands of contacts in their database to drive 1 on 1 appointments for consumers with their top brick and mortar dealers. Using personalized emails, they were able to invite consumers to secure an appointment to have their equipment tuned and also to purchase new gear. This resulted in trackable bow sales but also an astounding lift in market share as they converted known customers of their competitors' into their own flagship Bowtech brand.
The Challenge
As the pandemic limited consumer access to brick and mortar establishments, revenue plummeted for many outdoor brands. Most states allowed 1 on 1 appointments, but nearly 3,000 independent dealers had no technology to arrange these with their customers at scale. Cash registers across the country seized and PAG's revenue, like all other brands', was grinding to a halt.
The Brief
Audience Approach had been collecting zero-party data on nearly 1 million outdoor enthusiasts for PAG since 2016. This data included psychographic information on many of the marketable contacts such as which brand of bow they currently owned, how much they planned to spend on their next bow as well as which species they regularly hunted. Nearly 70% of their contact list also included a postal code so geo-fenced messaging was possible. It was now possible to invite these consumers via email and sms to book an appointment with their local archery dealer... but a scalable reservation system had to be provided simplifying the collection of appointment requests and distribution of this information to PAG's top brick and mortar dealers.
The Solution
Audience Approach used partner technology to create a simple yet scalable reservation form solution that could automate reservation requests. A unique form and landing page was created for each of PAG's top 50 dealerships and PAG used a 50 mile radius filter to send email notifications to contacts within their database alerting them of the opportunity. When visited, the reservation form listed dates and times that the consumer could select for their appointment request with their local dealership. It also collected more psychographic data such as the services and products their wished to purchase during the 1 on 1 appointment. Each reservation was tracked by PAG's marketing team and also routed as an email with reservation details to the appropriate dealership. Those dealers confirmed the appointments directly with the consumers.
Additionally, a personalized email was sent instantly upon submission of a reservation request from PAG to the consumer. That message included a unique code that was redeemable for up to $100 off the purchase of a qualifying Bowtech bow. This code was easily validated at time of sale by the dealer via a custom landing page, which also ensured the bow was registered properly. Dealers were credited for the discount by PAG.
Browse Some Email Examples
The Results
The results exceeded PAG's revenue expectations by more than 10x. With tens of thousands of email invites sent, well over 1,000 appointments were made and confirmed. Dealers not only had safe, legal 1 on 1 appointments booked but they each also now had contact information for these consumers.
Overall, more than $250,000 in new bow sales were logged for PAG via critical dealerships. Furthermore, the average dealer also booked additional revenue through service and accessory sales. Because dealers were required to enter the unique codes and register the bow online at time of sale to qualify for the discount credits, PAG learned that over 50% of the sales were displacing competing brands.
Personalized emails were also sent to the registered owners weeks after purchase suggesting accessory sales from PAG owned brands as well as inviting them to review their bows via an online form. These testimonials were used in marketing campaigns such as ads, emails and on their website.
"PAG's ability to invite archers from my backyard into my shop is a game changer, especially when we were handcuffed by local laws during the pandemic. They had more contacts within 50 miles of my shop then I had in my entire database.
This campaign had a huge impact on our ability to survive the pandemic and their support continues today. If we need to move their products off the shelves to make room for new inventory they've proven they can reach an audience. To call them a key partner brand is an understatement."
Matt at Rocky Mountain Specialty Gear - Colorado
The Insights
PAG was well prepared when the pandemic hit and brick and mortar screeched to a halt. They had made the wise decision to invest in collecting zero-party data from not only their own customers but the wider outdoor enthusiast pool. Asking critical questions from consumers through dozens of sweepstakes campaigns previously, they had the baseline information to measure true lift in market share while tapping into personalization to entice and persuade sales. The top 50 dealerships recognized the impact and ability of PAG to drive real and measurable traffic and revenue, strengthening these relationships.
PAG continues to tap this strategy today, in post-pandemic times, to support their dealer network and drive revenue while continuing to steal market share and get closer to their addressable market, including their competitor's customers.