The big leagues demand big bucks. Whether you’re talking about shoe deals from NBA stars, or jerseys from your favorite major league player, consumer athletic apparel is a huge business. All of this competition means it’s a fierce playing field for brands that want to get the eyeballs of those consumers.
Now, the market for sports official's attire is a totally different audience, but without an incredibly targeted and strategized marketing plan, you can easily burn up your marketing budget competing for those regular ol’ consumer eyes instead of the officials. You also can’t get too tight with your scope, because then you can struggle with getting enough conversions. That challenge was ever-apparent to Ump-Attire.com, which is exactly why they came to OOHology.
Niche Marketing is a Tough Call
We started working with Ump-Attire.com in 2012, and are proud to say we still are to this day. The Ump-Attire.com team was an e-commerce MVP when they came to OOH. But their pay-per-click performance fell short of a home run. Before hiring us, their campaigns only focused on baseball and umpire keywords. When it came to other sports like basketball or football, they were warming the bench (and missing out on revenue).
A Great Gameplan
We expanded significantly upon the sports being targeted. We created new campaigns to target additional sports and officials, and we put on our own striped shirt to call foul whenever ads were not performing up to our high standards. Failing ads were removed from the game, while the all-stars got more playing time. Each sport was given its own campaign in Google, which we also broke down again into deeper, more specific ad groups.
We monitor Ump-Attire.com’s campaigns, adjusting for seasonality of the sports and behavior. In our game, you don’t get instant replay to see if you made the right call. It’s critical our team manages this budget meticulously, ensuring every single dollar converts as well as possible.
Major League Results
Every single year we’ve worked with Ump-Attire.com, we’ve posted fantastic stats. After the first six months with the OOHology team, clicks were up 21 percent while cost-per-click is down 26 percent. Out of the gate, we reduced their cost-per-conversion by 23 percent and raised click-through-rates a whopping 223 percent! Sometimes when your numbers skyrocket, you expect a slow down as things even out. Not here. We’ve maintained and improved upon some incredible metrics over the years. In a recent review of 2016’s performance vs. our own work in 2014, impressions are up 46 percent, clicks are up 25 percent, and our conversions are up 48 percent. Our average ad position for all ad groups has improved year-over-year since 2014. The average ad position has improved from 2.8 to 1.7 since 2014. The average click-through rate has improved from 3.9 percent to 5.9 percent (which is 93 percent higher than the national average CTR according to Google).
“As a growing, multi-million dollar e-commerce company, OOHology has helped us respond to and implement emerging opportunities within our marketplace. I appreciate how they have gotten to know our company and our industry to help shape our overall strategy across all marketing channels. Most importantly, I’m impressed by their focus on doing work that impacts our bottom line, market share and branding. As a result of Oohology’s efforts, especially in their search marketing, responsive design and ongoing website improvements, we have seen a tremendous ROI that includes a 30+% increase in sales in the past 12 months.”
It all adds up to lots of well-dressed umps