To address a diverse online shopping landscape, TRX needed to ensure its digital marketing strategy aligned with and propelled the overall retail segmentation strategy. To remain competitive and drive online sales, TRX turned to search engine marketing (SEM). The goal was two-fold: drive purchase-ready consumers to their website, and capture higher-funnel consumers looking to improve their fitness and learn more about the products. To revamp their underperforming legacy SEM campaigns, TRX partnered with Collective Measures.
To create and execute an SEM strategy that would both drive sales and position TRX’s products as the go-to workout for all body types, fitness levels, and varying workout needs, a methodical approach was deployed. Ultimately, TRX was able to market their products profitably in a cluttered digital shopping space while being mindful of their retail partners. The paid search and shopping restructures were centered on the following core components:
In just 6 months, paid search became TRX’s top revenue-driving channel. And despite a decrease in spend, TRX enjoyed incredible success:
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