SMALL BATCH AGENCY, INC.
FORT MYERS, FLORIDA

A custom sporting goods retailer did more than 80% of their business through the direct/online channel. Trade distribution presented challenges both logistically and from sales partner training perspective because the product had a unique value proposition – one that was heavily dependent on communicating data and highly consultative engagements. Additionally, the trade channel eroded margin and price controls enough that our customer elected to double down on the thing that they were best at. The direct-to-consumer play. We helped our customer to acquire all of the fundamental digital tools and manpower. Social and PPC. SEO and email marketing. CRM and an effective eCommerce suite. A call center of highly effective service/sales consultants available by inbound phone. We worked hard to help our client pin down a customer acquisition cost structure, and they invested heavily in eCommerce and a CRM package, working hard to push conversion and engagement rates higher. We tweaked UI, and tested UX throughout the funnel until we failed to see meaningful uptick in subsequent iterations. From what we could tell, the product was excellent, the digital journey was near optimal, and the market was willing. But we hit a wall. We retooled our entire funnel and customer experience to start with a simple invitation – “come here to learn more about you (athletically).” We constructed a questionnaire that was supported by a wide ranging competitor product database that blended absolute data with customer feelings and impressions. We invited the customer to tell us both objective and subjective facts about themselves and their sport. At the end of the process, we provided a custom output that blended product recommendations and observations meant to help the prospect improve at their sport, and offered to send it to them by email. At The Small Batch Agency our mission is to bring the big business marketing advantage to small business. We blend the art of digital marketing with cutting edge technologies to create paths that lead customers to your business. The Small Batch Agency Inc. At The Small Batch Agency our mission is to bring the big business marketing advantage to small business. We blend the art of digital marketing with cutting edge technologies to create paths that lead customers to your business.