Accelerated YOY Growth For National Recreational Vehicle Brand

POSITIONING: HOW LEGENDS ARE MADE

The reactional vehicle industry is no different to luxury cars. It’s competitive. Every brand flaunts its shiny specs and tech, but what sells is the human experience. In this case, the freedom of an adventurous lifestyle. 

Positioned as the key to the dream, we rolled out diversified performance campaigns that met audience motivations and needs from the top-of-funnel down. Brand value was clear. Messaging was airtight. Their community backed every unique selling point with stories from the road.

This approach solidified the recreational vehicle brand’s point of difference in the national market. Leads rapidly ramped up, setting the brand on the path to knock sales projections out of the park.

HYPER-TARGETED HIGH PERFORMING STRATEGY

The post-COVID resurgence of local travel saw demand for recreational vehicles skyrocket. Win over the cashed-up buyers, and the brand was in the clear to be a market leader. Our multi-channel performance strategy was up to the challenge.

Google ads targeted high-income earners. Bidding on high-intent search terms increased by 55%. Meta ads targeted audiences of comparable brands and publications. Shopping habits and audience behaviour formed third-party audiences for Connected TV programmatic ads. Thousands of buyers at industry tradeshows were retargeted with geo-tagging tactics. 

Achieving a 32% increase in Google ad click share was no fluke. Connected TV ad impressions clocked up to 92,136. Meta prospecting campaigns saw a CTR of 5.51%. Hyper-targeted audiences increased lead volume substantially, opening up opportunities for the brand to scale further.

ROADMAP TO 30% YOY SALES GROWTH

While the brand excelled in product quality, its path to purchase was fraught with friction. To turn the backlog of enquiries into sales results, we built an intent-driven customer journey as a roadmap to conversion rate optimisation.

Since launching the landing page and streamlined lead flow, month-on-month sales-qualified leads rose, attributing to an 830% increase in website conversions alone. This steady rise in high-intent enquiries led to a 30% year-on-year increase in sales, unlocking the potential for exponential growth.

MODERNISED STRATEGY FOR BRAND CONFIDENCE

Ads, tradeshows, the showroom and other sources were generating 1000+ leads per month. Unable to nurture and qualify leads at this scale, the brand was at risk of losing millions in revenue to competitors. That’s when our performance consultant stepped in. 

Sales and marketing were overhauled from the top level down. Fault lines were identified. Resources were better utilised. CRM and processes were implemented. Future product launches mapped out. Potential sales were forecasted against KPIs. 

Investing in a remote CMO has given the brand confidence. The modernised strategy is the foothold behind the brand’s growth, with measurable results continuing to outdo forecasts for the previous and current financial years.