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Julia Hammond
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How WME & Gymnastics Direct Paved a Path for Exponential Growth

The first few months of 2020 are not what most businesses would call ripe with opportunity, and yet our client Gymnastics Direct have experienced some of their best results with increases in audience reach, website visits and conversions across all channels.

Together, WME and Gymnastics Direct built a multi-channel marketing campaign which:

  • Targeted the right audiences and found the best channels to reach them
  • Created a multi-channel campaign that was adaptable for changes in consumer behaviour
  • Built a strong online presence through long-term marketing investment

Our Client: Gymnastics Direct

Gymnastics Direct are an Australian owned and operated online retailer specialising in gymnastics, cheerleading and fitness equipment. A family-owned business based in NSW, they supply quality equipment throughout the country. Their equipment has been used everywhere from high-class gym facilities to the humble family home to support the skills and development of young athletes.

What began as a family business venture grew into the most visited gymnastics website in Australia through a combination of excellent customer service, affordable pricing and smart digital marketing.


Setting the guidelines for success – an essential first step



Gymnastics Direct wanted to explore digital marketing avenues that allowed them to build their brand, stay competitive in their market and reach new audiences. They knew that as the online marketing space grew more competitive, their campaigns would need to grow smarter and more sophisticated. Since 2014, we’ve been collaborating on marketing solutions that drive their business goals forward.

“In this day and age digital marketing needs to be an integral part of any B2C business’ strategy. Unless you have the time, energy and capacity to learn all of that knowledge for yourself and to apply it, then there’s great value in finding an agency like WME that can implement those strategies.”

Grant Dodd – Director, Gymnastics Direct


Tailoring a 3-step strategy for success

Step 1: SEO

We started with a small but highly targeted set of keywords focused on two main audiences – gymnastics and cheerleading. We monitored success with monthly reporting and once we knew these were valuable target audiences; we expanded our keyword range.


Step 2: Google Ads

To increase revenue, we launched Google Search and Shopping campaigns in 2018. Our teams continually optimised the campaigns to decrease cost to the client and increase their return on ad spend (ROAS). Using smart keyword bidding, we adjusted target keywords based on the client’s product range and pricing. Over time, we identified which were high demand products to focus our budget on, increasing profits and minimising excess ad spend.


Step 3: Facebook Ads

With two campaigns covering the search audience, there was still untapped potential for Gymnastics Direct. They’d previously used an organic Facebook profile to increase their influence, we took it to the next level with targeted Facebook Ads. With a strong understanding of their existing audience through our other campaigns, we used Facebook to expand their reach into new markets.


Most recently, we achieved an amazing 27x ROAS, meaning for every dollar of ad spend put in, 27x more have come back out. When online shopping unexpectedly increased due to COVID-19, Gymnastics Direct had an established online presence which only required minor updates to reap the benefits of this change in consumer behaviour.

The more experience we have with your business, the more opportunities arise for targeted campaigns. The long-term partnership between Gymnastics Direct and WME positioned them for success at a time when many industries are impacted by external forces.

With monthly reporting, our client was always part of the process, gaining visibility and trust that we are the right team to manage their brand. Having laid the foundations of a strong campaign, we continue to track and test new ideas that will see Gymnastic Direct’s business reach new heights.

That’s the difference long-term marketing can make to your business, and the difference between an agency who follow a formula and one who become an extensions of your business.



WME and Your Business: The Next Great Partnership

If you want results for your business, reach out to our team. With experts in SEO, PPC, Social Media, Design and Content – we have every resource your business needs for a successful multi-channel marketing strategy. Call 1300 663 995 or fill in the enquiry form to get started.


WME vs The Industry: E-Commerce/Retail

We’re always working hard for our clients to achieve outstanding results. So, how do WME’s results compare with industry expectations?







Disclaimer
All digital marketing strategies that WME provide are tailored to an individual business’ goals and as such, results are variable. Marketing performance may depend on a range of external factors and we cannot guarantee that the same results are repeatable across different campaigns.

 

By Julia Hammond


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