Pro Sups
Pro Supps is a fitness supplement brand that was founded in 2011 by fitness enthusiast and entrepreneur, T.J. Humphreys. The company's mission is to provide athletes and fitness enthusiasts with high-quality, effective supplements that help them achieve their goals.
Pro Supps offers a wide range of supplements, including pre-workout formulas, protein powders, amino acid supplements, fat burners, and more. The company prides itself on using only the highest-quality ingredients and ensuring that its products are backed by scientific research.
In addition to its supplements, Pro Supps also has a line of workout apparel, including shirts, shorts, and hats. The company's products are sold in retail stores and online, and they have a strong presence in the fitness community. Overall, Pro Supps is a brand that is committed to helping athletes and fitness enthusiasts reach their full potential.
The challenge
While Pro Supps has cemented itself in the fitness industry with on-shelf presence in major retail stores and gyms across the country, the brand was still having trouble scaling their online presence to drive revenue through their Shopify store in a profitable manner.
It already had a fully-functioning online store, however, it needed to find a way to drive relevant, high-intent traffic to the website to increase conversions and online revenue.
Because of this, we had to develop and implement paid advertising strategies across multiple acquisition channels and then create effective email marketing strategies to increase customer retention.
The solution
Adspace began by performing an in-depth analysis of the industry and market trends, the brand, its competitors, as well a historical advertising data. As a results we recommended restructuring their current paid media strategies on Meta and Google with a focus on increasing brand awareness and capturing demand with full-funnel account structures while also allocating budget more effectively across channels and campaigns. We paired this acquisition strategy with a full-funnel email marketing strategy to ensure we were targeting engaged users with unique messaging at each stage of the funnel.
We began filling with the funnel with new users by developing and implementing TOF prospecting campaigns on Meta with very granular demographic and interest based targeting strategies which we pulled when analyzing their historical customer data. At the same time we began implementing non-branded search campaigns that positioned the brand in front of extremely relevant, high-intent audiences searching for similar products.
With new users entering the funnel we ensured we implemented effective retargeting campaigns on both channels that delivered targeted messaging based on each user’s interaction with the brand. From here, we continued testing and funnel development to optimize the customer journey and drive new users towards conversion.
As we began building out our acquisition strategy, we also developed a full-funnel email marketing strategy that consisted of 7+ automated flows on Klaviyo. These flows targeted users with unique messaging based on consumer behavior and website interactions. The strategy was designed to drive users towards conversion and then retarget past purchasers to increase subscription purchases and lifetime value.
Finally, we custom-built a performance dashboard on our proprietary attribution software to measure cross-channel attribution, optimize audience and creative targeting, and maximize returns. By implementing this strategy, we were able to deliver a profitable new customer acquisition strategy while also increasing the lifetime value of past purchasers and current customers.
Strategies
01.
Optimizing Facebook & Instagram: High ROAS, Low CPA
Design, develop, and implement new customer acquisition strategy on Facebook & Instagram through Prospecting, Retargeting, DPA, and LTV campaign types to achieve significantly higher ROAS and lower CPA.
02.
Google Success: New Strategies for Customer Acquisition
Design, develop, and implement new customer acquisition strategy on Google through Search, Display, Retargeting, and Shopping campaign types to acquire new customers and increase conversions.
03.
Email Mastery: Boosting ROAS and Loyalty
Implement a full-funnel email marketing strategy to generate new subscribers, create automated flows and engage users with new email campaigns to increase ROAS and customer lifetime value.
04.
Maximizing Returns: Custom Cross-Channel Reporting
Implement a custom cross-channel reporting and attribution dashboard to better measure attribution across paid media mix and more effectively allocate budget to maximize returns.
“I’m proud of what we’ve done together. Pro Supps has entered the market with a working tool to draw in clients online. Their entire business relied on the new website, and we made it happen. That, to me, is our greatest result in this project.”
Results
By implementing this strategy, we were able to deliver a profitable new customer acquisition strategy while also increasing the lifetime value of past purchasers and current customers.
