Monument Hobbies provide the highest quality hobby supplies at the best value to artists everywhere. We build, paint, and play on a daily basis, so we know what works best and try to make sure that all our products meet particular hobby needs.
Monument Hobbies was needing help structuring their marketing efforts. Having experienced rapid growth, their team didn’t have the time or knowledge to put a comprehensive marketing strategy in place. While they focused primarily on the scaling of their manufacturing, their tracking and marketing plan was severely lacking.
Our goal with Monument Hobbies, was to put in place a comprehensive marketing strategy and execute all aspects of that plan. We identified a number of areas that needed immediate attention including: website tracking, pixel and attribution, email content and management, PPC management, graphics/design and website development. While we had a lot to address, we started with the lowest hanging fruit that would yield the highest ROI.
Our team identified the largest revenue opportunity with email. The first thing we did was upgrade their CRM to Drip. This allowed us to more robustly integrate with the website and ads to track user behaviors to segment. We quickly implemented e-commerce transactional emails like abandoned cart and abandoned browse automations. Within the first 4 months these campaigns generated over $18k in revenue. This is revenue that would have most likely been lost prior.
Additionally we worked with their team to schedule email campaigns around upcoming product launches. These campaigns paired with the automations generated $99,537 in revenue. This accounted for 10% of the total revenue. This was also nearly double the total revenue generated by email in the last 12 months.
When our team first started analyzing the paid campaigns, we realized there was almost no tracking in place to see the results of the current advertising. The first thing we did was implement tracking across all the channels to make sure we were able to attribute the revenue accurately.
Once we had done this we launched fresh creatives and copy. We were able to immediately scale the advertising from $20/day to $500/day while maintaining an average of 13x ROAs on all campaigns. The only restraint we faced was keeping the product in stock.
One of the strategies we deployed on Google was defensive and offensive ads, as there were a number of competitors capitalizing on branded search terms. We took control of our brand and also deployed numerous campaigns going after top competitors.
The results of this campaign are and continue to be very successful. We were able to put in place a comprehensive marketing strategy plan and execute the top priority projects quickly and effectively. As a result we have diversified their sales channels and significantly improved their existing efforts.
