Results

Sports Apparel Company

Situation

• This leading sporting goods retailer reaches its customers through multiple channels including brick-and-mortar retail, catalogs, and online.
• Unreal was engaged to manage online marketing initiatives for all its brands.
• Prior to engaging Unreal, this retailer had a very limited presence online. Their website relied exclusively on traffic driven from their catalogs.

Preliminary Test

• Before launching a comprehensive online marketing initiative, we started with a baseline test budget of $9,000.
• Our goal was to generate $30K in revenue at a COM of 30%, while ensuring that 75% of all orders were new customers to file.

Approach

• Following a successful test, we rolled out with a multi-tiered search campaign including the following:
• Paid Search - Google and Yahoo!
• Paid Inclusion
• MSN Featured Sites
• Search Engine Optimization (SEO)

Campaign Results

• When we launched the campaign, our average monthly revenue was just over $600K.
• Over the next two years, we grew revenue to over $2 million per month - a 222.2% increase - while maintaining an average Cost of Marketing (COM) of just 6.2%.