direct to consumer | premium electric toothbrush w/ subscription brush heads
Consulting Project: Consumer growth
I work with Goby to test new marketing channels and optimize existing ones with the goal of lowering the blended acquisition cost < $30.
I've tested, managed & optimized several marketing channels including:
- Performance Marketing: AdWords
- Direct Mail
- Sponsored Articles: Uncrate, Gilt City
- Affiliate Marketing Channels
- Email Marketing
- Evaluate Bus Dev + Partnership Opportunities
- Landing Page Development
- Referral Program Optimization
Competitor Bidding Strategy + Landing Page Development
As a seed-funded company, Goby needed to be resourceful and cost effective when it came to driving traffic that converts. Realizing that we had a well-funded competitor who was spending a lot to drive awareness, we came up with a strategy to take advantage.
In November 2017, we launched an AdWords campaign with the goal of piggybacking off of the traffic from Goby's well-funded competitor, Quip. We set up an aggressive bid strategy and paired it with well designed comparative landing page to ensure a high conversion rate.
We believe that Goby offers a superior product and we just needed more avenues to show interested buyers how they stack up against each other.
The campaign has been a huge driver of Goby's growth in Q4-2017 and is a channel we were able to scale up while decreasing our blended acquisition cost to < $30.