case study #1 case study #2 case study #3 case study #4
case study #1 case study #2 case study #3 case study #4
case #1 case #2 case #3 case study #4
CASE STUDY #4:
Spiral Marketers powers up sales of B2C energy supplement manufacturer through online direct response
CASE STUDY #4:
Spiral Marketers powers up sales of B2C energy supplement manufacturer through online direct response
CASE STUDY #4:
Spiral Marketers powers up sales of B2C energy supplement manufacturer through online direct response
 
 
Wheatgrass-based nutraceuticals founder frees himself from personal selling with optimized lead generation and email marketing automation

 

Challenge:

Developed and refined over a thirty-year period, the creator of these wheatgrass-based, energy nutritional supplements ("nutraceuticals") had been selling his product personally to his network for years, and wanted to expand his reach. Although he knew quite a number of people, he had never built up a lead database.

In our initial interview, we found he was passionate about improving people's lives by getting more people to experience his product and the health benefits, but he needed the expertise to do so.

In conducting our due diligence, we found a host of challenges in creating and executing a successful B2C strategy. Although awareness of nutritional supplements had been steadily growing for years due to a shift to healthier diet and lifestyle, with more people tossing around terms like acai berry, gingko biloba, omega-3, and wheatgrass, nutraceuticals were subject to a number of issues:
  1. There was great confusion due too much noisy and conflicting data, information, and deliberate misinformation and disinformation. And there was a growing body of well-documented evidence of the shortcomings of claims made by the all-natural supplements industry, and even some adverse health consequences and legal actions attributable to specific ingredients (although not of ingredients he used).
  2. Manufacturers primarily used the recognized authority / expert credentials / celebrity approach. He wasn't a doctor in a white lab coat or credentialed in nutrition, nor was he willing to share ownership of his company with a major celebrity in exchange for their presence.
  3. Outside of his personal network, he and his company were unknown.
  4. He lacked the larger budget of his well-funded, better known competitors. This meant any campaigns would need to go through accurate testing on a tight budget and be internally funding to sustain the campaign.
Spiral Marketers evaluated these considerations and also conferred with an online direct response firm with a successful multimillion-dollar track record in nutritional supplement sales. After discussing these issues with the prospective client, he asked if we would take on the engagement. We agreed.

Solution:

Because of the client's budget and the need for rapid testing, Spiral Marketers decided to use online direct response.

We created the offer, which gave the consumer a choice in supply coupled with research guides we created for each ingredient and a no-questions-asked, 365-day money-back guarantee, along with free shipping.

The research served to guide us in writing the long-form sales page. The sales page was offered as a free report to visitors coming from AdWords campaigns and SEO efforts. We incorporated the client on a page as a trusting personality knowledgeable in nutrition, used a friendly, personal tone in the copy, and the page itself presented facts and health benefits of the energy products' ingredients.

In order to build more credibility, the sales page had both customer testimonials and third-party authority citations throughout. The long-form sales page was split into two pages to accelerate testing: a short intro page with headline and deck copy, leading to the body copy and offer on the long page.

All of this was connected to a solution containing CRM, email marketing automation, and shopping cart functionality. Customers received drip messages following their purchase both to help them affirm their correct decision and to reorder and become subscription buyers.

The AdWords campaigns involved very active management to test and refine on the tight budget: several hundred ads across hundreds of keywords ran in the US, Canada, UK, and Australia. In a short period, we reduced the combinations to the top 10 performers.

Results:

In one month after beginning the campaign, by testing and refining the headline, deck copy, and offer, along with the AdWords campaigns, Spiral Marketers created an automated, self-funding, profit-generating system that produced $250 profit in 30 days for every $100 invested:
  • 3.0% sales conversion on cold traffic converting to first orders (average sale: $40, with breakeven at $48)
  • 29% of first-time buyers repeating (average sale: $129)
  • 250% ROI over first two orders
  • Shopping cart abandonment rate: 20%


Wheatgrass-based nutraceuticals founder frees himself from personal selling with optimized lead generation and email marketing automation

Challenge:

Developed and refined over a thirty-year period, the creator of these wheatgrass-based, energy nutritional supplements ("nutraceuticals") had been selling his product personally to his network for years, and wanted to expand his reach. Although he knew quite a number of people, he had never built up a lead database.

In our initial interview, we found he was passionate about improving people's lives by getting more people to experience his product and the health benefits, but he needed the expertise to do so.

In conducting our due diligence, we found a host of challenges in creating and executing a successful B2C strategy. Although awareness of nutritional supplements had been steadily growing for years due to a shift to healthier diet and lifestyle, with more people tossing around terms like acai berry, gingko biloba, omega-3, and wheatgrass, nutraceuticals were subject to a number of issues:
  1. There was great confusion due too much noisy and conflicting data, information, and deliberate misinformation and disinformation. And there was a growing body of well-documented evidence of the shortcomings of claims made by the all-natural supplements industry, and even some adverse health consequences and legal actions attributable to specific ingredients (although not of ingredients he used).
  2. Manufacturers primarily used the recognized authority / expert credentials / celebrity approach. He wasn't a doctor in a white lab coat or credentialed in nutrition, nor was he willing to share ownership of his company with a major celebrity in exchange for their presence.
  3. Outside of his personal network, he and his company were unknown.
  4. He lacked the larger budget of his well-funded, better known competitors. This meant any campaigns would need to go through accurate testing on a tight budget and be internally funding to sustain the campaign.
Spiral Marketers evaluated these considerations and also conferred with an online direct response firm with a successful multimillion-dollar track record in nutritional supplement sales. After discussing these issues with the prospective client, he asked if we would take on the engagement. We agreed.

Solution:

Because of the client's budget and the need for rapid testing, Spiral Marketers decided to use online direct response.

We created the offer, which gave the consumer a choice in supply coupled with research guides we created for each ingredient and a no-questions-asked, 365-day money-back guarantee, along with free shipping.

The research served to guide us in writing the long-form sales page. The sales page was offered as a free report to visitors coming from AdWords campaigns and SEO efforts. We incorporated the client on a page as a trusting personality knowledgeable in nutrition, used a friendly, personal tone in the copy, and the page itself presented facts and health benefits of the energy products' ingredients.

In order to build more credibility, the sales page had both customer testimonials and third-party authority citations throughout. The long-form sales page was split into two pages to accelerate testing: a short intro page with headline and deck copy, leading to the body copy and offer on the long page.

All of this was connected to a solution containing CRM, email marketing automation, and shopping cart functionality. Customers received drip messages following their purchase both to help them affirm their correct decision and to reorder and become subscription buyers.

The AdWords campaigns involved very active management to test and refine on the tight budget: several hundred ads across hundreds of keywords ran in the US, Canada, UK, and Australia. In a short period, we reduced the combinations to the top 10 performers.

Results:

In one month after beginning the campaign, by testing and refining the headline, deck copy, and offer, along with the AdWords campaigns, Spiral Marketers created an automated, self-funding, profit-generating system that produced $250 profit in 30 days for every $100 invested:
  • 3.0% sales conversion on cold traffic converting to first orders (average sale: $40, with breakeven at $48)
  • 29% of first-time buyers repeating (average sale: $129)
  • 250% ROI over first two orders
  • Shopping cart abandonment rate: 20%


 

 

CASE STUDIES
  • Turns drip email marketing solution into a marketing asset
  • Turns drip email marketing solution into a marketing asset
  • Network solutions provider of leveraged distributed IP intelligence leverages and automates its existing marketing assets for greater real-time marketing intelligence ...
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  • Collaborates with business collaboration software developer to quickly close $160,000 in new business
  • Collaborates with business collaboration software developer to quickly close $160,000 in new business
  • Early stage software developer of a business collaboration/business social networking platform wins crucial early customers and profitability to keep the momentum going ...
  • read more:
  • Electrifies revenues of US green manufacturer by giving its prospects and customers what they want but can't get from cheap overseas alternatives
  • Electrifies revenues of US green manufacturer by giving its prospects and customers what they want but can't get from cheap overseas alternatives
  • Ceramic lighting fixtures manufacturer selling to the B2B vertical gains a strategy to defend against inexpensive Chinese imports decimating US manufacturers by building trust with its prospects ...
  • read more:
  • Powers up sales of B2C energy supplement manufacturer through online direct response
  • Powers up sales of B2C energy supplement manufacturer through online direct response
  • Founder frees himself from personal selling with optimized lead generation and email marketing automation ...
  • read more:
 

 

CASE STUDIES
  • Turns drip email marketing solution into a marketing asset
  • Network solutions provider of leveraged distributed IP intelligence leverages and automates its existing marketing assets for greater real-time marketing intelligence ...
  • read more:
  • Collaborates with business collaboration software developer to quickly close $160,000 in new business
  • Early stage software developer of a business collaboration/business social networking platform wins crucial early customers and profitability to keep the momentum going ...
  • read more:
  • Electrifies revenues of US green manufacturer by giving its prospects and customers what they want but can't get from cheap overseas alternatives
  • Ceramic lighting fixtures manufacturer selling to the B2B vertical gains a strategy to defend against inexpensive Chinese imports decimating US manufacturers by building trust with its prospects ...
  • read more:
  • Powers up sales of B2C energy supplement manufacturer through online direct response
  • Founder frees himself from personal selling with optimized lead generation and email marketing automation ...
  • read more:
 

 

CASE STUDIES
  • Turns drip email marketing solution into a marketing asset
  • Network solutions provider of leveraged distributed IP intelligence leverages and automates its existing marketing assets for greater real-time marketing intelligence ...
  • read more:
  • Collaborates with business collaboration software developer to quickly close $160,000 in new business
  • Early stage software developer of a business collaboration/business social networking platform wins crucial early customers and profitability to keep the momentum going ...
  • read more:
  • Electrifies revenues of US green manufacturer by giving its prospects and customers what they want but can't get from cheap overseas alternatives
  • Ceramic lighting fixtures manufacturer selling to the B2B vertical gains a strategy to defend against inexpensive Chinese imports decimating US manufacturers by building trust with its prospects ...
  • read more:
  • Powers up sales of B2C energy supplement manufacturer through online direct response
  • Founder frees himself from personal selling with optimized lead generation and email marketing automation ...
  • read more:
 

 

CONTACT US

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mailing address:
Spiral Marketers LLC
237 Kearny Street #260
San Francisco CA 94108

email address:
billhenthorn at
spiralmarketers.com

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