Similar to how Indochino is revolutionizing menswear with made-to-measure suits, it turns out a custom fit applies to their digital marketing too. In the past year, the fast-growing apparel brand saw over 50% growth in retail, and opened nine new showrooms across North America. The brand’s marketing team of just 12 people are used to acting fast, but until about a year ago, the team faced a bottleneck threatening their nimbleness and the effectiveness of their PPC ad spend. As Lisa Craveiro, Director of Acquisition told us, the company’s blog and website CMS templates couldn’t be easily customized to suit their pay-per-click needs. When Lisa’s team needed to publish relevant content (for pointing paid ad traffic to), changes to the site couldn’t be published fast enough. To ensure return on their ad spend, Lisa and the team rolled out two key tactics: First, they experimented with mock editorial pieces created in Unbounce to better convert Facebook ad traffic. And second, the team built several location-specific landing pages for marketing different showrooms and educating prospects on their unique customer experience. Over just nine months, Lisa’s team secured 800+ showroom bookings via their new Unbounce landing pages, 40 online transactions of purchased suits, and 750 newsletter signups. Having over 340,000 visitors directed to a landing page as part of their paid media strategy is just one aspect of how Indochino’s scrappy marketers have been able to grow the brand’s selling appointments 77% year over year. Read on for a peek into their playbook.
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