Company: Logical Position, Lake Oswego, OR
Company Description: Logical Position is a top digital marketing agency offering pay-per-click (PPC) marketing, search engine optimization, website development, graphic design, data feed management, and social media marketing. Utilizing this full suite of Internet marketing tools, we ensure that our clients are in front of the right audiences at the right time.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Automotive - Vehicles
 Nomination Title: Roadmapping an Omnichannel Strategy for Ironman 4x4
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
Category: E02. Automotive—Aftermarket
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
January 16, 2019
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 250 words used.
How It Started
Ironman 4x4 America is a subsidiary of an Australian automotive manufacturer of aftermarket shocks, suspensions, lift-kits, and ancillary accessories like racks and tents. With products engineered to endure some of the most rugged terrain on the planet, the company has won favor with heavy-duty vehicle enthusiasts, security companies, and governmental military divisions all across the world. However, their brand in North America had lagged behind their industry reputation across Europe and AMEA.
The Reason It Was Initiated
When the current owners acquired the North American brand rights in 2018, Ironman 4x4 generated a meager $250K in annual sales revenue. The current ownership, equipped with a keen understanding of the eCommerce landscape, acquired the business with the intention of revitalizing their direct-to-consumer sales channels and capitalizing on the booming automotive accessories market in the Americas.
Developing the Solution
At the time, the brand was underrepresented and the business needed to make a sizable investment in reliable product inventory. But first, they needed to benchmark sales metrics and establish attainable growth targets and long term goals, so they leveraged Logical Position (LP) to develop a strategy to sustainably grow brand awareness for Ironman 4x4 America. Together we determined a 2.5x return on ad spend (ROAS) as the minimum viable target and our team got to work testing various creative assets to find what resonated with their audience. The results speak for themselves and opened the door to a full-funnel omnichannel campaign across social, search, SEO, and email marketing.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 250 words used.
Prior to the purchase of the Ironman 4x4 distribution rights, co-owner and CEO, Luke Schnacke, worked with LP as the head of global marketing for a European sportswear outfitter. From that experience, Schnacke understood the growth potential of a well-executed e-commerce strategy and used those insights in the pursuit of his next business opportunity. He was drawn to Ironman as an outdoor enthusiast and saw massive potential for the brand with LP as his go-to marketing agency. So in 2019, he acquired the distribution rights from the Australian manufacturer and quit his day job.
The original objective was simple: revamp the website from a user experience perspective and build an online presence from the bottom of the funnel up. We optimized the site for conversions to decrease cart abandonments and drive purchases. We used historical data to segment campaigns and allocated ad-spend to top performers to populate new SKUs in the Shopping feed and target buyers more likely to convert.
By starting with existing demand we were able to capitalize on the least expensive acquisition cost and funnel that marketing revenue back into the supply side of the business. This provided revenue to launch new product categories and expand the offering with cross-sell opportunities.
Our “land and expand” strategy stabilized revenue so we could afford to build brand awareness and drive traffic to the site. Next, our team targeted prospects higher up the sales funnel on YouTube with impressive overland videos featuring top vehicles in the industry using Ironman products.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2022. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 250 words used.
Doing More With Less
By the start of 2022, Covid stimulus money was waning and peak search volume for Ironman products had hit its apex the previous year in March of 2021. Nevertheless, sitewide revenue was up 23.43% by year-end despite a 19% decrease in sitewide traffic (and 33.8% from PPC).
Product Upsells
Our team focused paid media acquisition on higher-price point items to grow average order value and bolster returns. Then used the additional revenue to launch SEO and Email Marketing services under LP management to solidify a full-funnel omnichannel approach.
The following campaign buckets achieved the corresponding objectives:
- Search and Shopping—defend branded search terms and dominate the Shopping feed
- Audience Campaigns—grow brand awareness via YouTube and Gmail
- Brick and Mortar—geo-based campaigns to drive foot traffic with convenient access to product installations
Omnichannel Overdrive
Using contacts from branded search terms we targeted lookalike audiences in prospecting campaigns on search and social. Our SEO strategy ensured brand longevity with hyper-relevant keywords while galvanizing site authority through a backlink strategy to send additional signals to search engines and expand our overall web presence. Last but not least, email marketing shored up repeat purchases and cross-sell opportunities.
- Aligned interest and behavior-based look-alike audiences on Meta with Google to introduce the brand to new people.
- New product promotions to drive awareness
- Location-based campaigns in partnership with Toyota dealerships
Campaign results since January 2022
- $24.6M in revenue from a $2.7M investment.
- 140% revenue growth year-over-year
- 25.5% increase in ROAS
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 130 words used.
Use this interactive report to apply variable filters and date ranges to visualize the data across our paid media channels or reference for the report in the attached PDF for ease of use.
Data Visualization Studio
This case study is a few years old, but it serves as a mile marker in our journey working together and provides additional context and explanations on our relationship.
https://www.logicalposition.com/case-studies/ironman-4x4
YouTube video breaking down the narrative of the case study.
https://youtu.be/V3DbPEmE0Dw?si=1xxXEhGcrHPc-F4P
Shorter testimonial video from our instagram page.
https://www.instagram.com/p/COu0xgTBmZF/?igsh=MW5ubmplbWc1bW0xbg%3D%3D
And in case you’re still considering Logical Position for this Stevie Award, here’s a glimpse into the fun we have working with all of our amazing clients, Ironman 4x4 America included.
https://youtu.be/ZojNtp9CVe4?si=VPRWH-gisKxkGs2B
| Attachments/Videos/Links: |
|---|
|
