// ONLINE SALES REPRESENTATIVE MODEL
Cold Air Inductions has been with us for several years now and was one of our first clients to transition from a traditional marketing retainer to Stone Road Media’s Online Sales Representative Model. The major difference being that the Online Sales Representative Model does not require a set monthly retainer. Rather, it is dictated purely by online sales from the month previous. So, if we don’t sell, you don’t get billed…
Since the transition, CAI’s eCommerce revenue has grown by more than 250%, with the main contributors being an increased spend budget (via SRM’s Advertising Budget Co-Op Initiative), influencer marketing, exploitation of eCommerce sales tools, email marketing, and an aggressive digital advertising strategy. Each of these contributors are broken down below along with some associated campaign results to show successes specific to each platform…
// INFLUENCER MARKETING
Stone Road Media sought out influencer channels we believed would represent the brand well, be able to produce quality content, and also syndicate CAI content to their main marketing channels. In the case of CAI, Leaman Griffin was the perfect fit. He had a truck that fit CAI’s system specs, a solid YouTube following, and a track record of quality photo/video production. For these reasons, we reached out to Leaman.
/ Video Series
/ Blog Syndication
/ Social Media Syndication
// INFLUENCER MARKETING
Stone Road Media sought out influencer channels we believed would represent the brand well, be able to produce quality content, and also syndicate CAI content to their main marketing channels. In the case of CAI, Leaman Griffin was the perfect fit. He had a truck that fit CAI’s system specs, a solid YouTube following, and a track record of quality photo/video production. For these reasons, we reached out to Leaman.
/ Video Series
/ Blog Syndication
/ Social Media Syndication
// ECOMMERCE TOOLS
ECommerce tools come in all shapes and sizes and can make all the difference when it comes to turning web traffic into paying customers. We take an in-depth look at every eCommerce environment and hand-select tools based on their functionality and utility to optimize the performance of your store.
/ Reviews
Feedback is critical for building rapport and positive customer feedback is one of the most powerful eCommerce tools in your possession. By positioning these reviews for potential customers to see, we’re able to minimize purchases lost due to uncertainty around product quality.
/ Abandoned Cart Recovery
Emails to customers who leave products in their cart are one of the most effective ways of staying in front of them until the purchase is completed. CAI offers free shipping to all customers who leave products in their cart long enough to try to incentivize them to complete their purchase.
/ Financing
Financing options promote a higher conversion rate by providing opportunities for potential customers who may want to purchase from you but cannot afford the entire purchase up front. Third-party financing solutions like Affirm shoulder the risk of these transactions and allow CAI to collect their payment up-front while giving customers the flexibility they need to complete their purchase.
/ Upsell
Upsell tools provide customers with product options that complement a product being viewed, encouraging increased cart values.
/ Pop-ups
Product and page-level pop-ups are a great way to display info and promo’s specific to products and pages on your website. Understanding how/when to trigger these is a critical tool for guiding customers through the buying process.
/ Vehicle Parts Filter
CAI doesn’t just sell Cold Air Intake Systems, they sell an automotive solution specific to the customer’s needs. For this reason, we’ve implemented a vehicle parts filter that allows us to filter products on a “customer needs” basis.
// EMAIL MARKETING
Email marketing plays a critical role in eCommerce marketing and is one of the few brand assets that, once built, it in complete control of the brand, unlike other marketing platforms with ever-changing algorithms and advertising guidelines.
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// SOCIAL MEDIA & GOOGLE ADVERTISING
/ Social Media Advertising
Social Media and Google Advertising have been the two most effective advertising platforms for Cold Air Inductions. By integrating tracking tools, product feeds, and profile information with the CAI’s online store, these platforms are largely responsible for serving ads to new and existing customers based on their interactions with the brand throughout the buying cycle.
/ Google Advertising
CAI’s eCommerce success is the result of a culmination of all the sales/marketing activities listed above, but ultimately comes down to targeting vulnerable audiences with quality content about a product/brand they’ve shown interest in and staying in front of them until they have completed their purchase journey. But it doesn’t stop there… With CAI’s audiences continuing to build along with the revenue they’re generating, the opportunities for growth are greater than ever!