Stag Provisions
Stag Provisions is an online brand that offers a carefully curated selection of men's clothing, accessories, and lifestyle products. The brand was founded in 2009 and is based in Austin, Texas.
Stag Provisions offers a range of products that are designed to appeal to a modern man who values quality, style, and authenticity. The brand's product lineup includes clothing items such as shirts, jackets, and pants, as well as footwear, hats, and bags. Additionally, Stag Provisions offers a selection of grooming products, home goods, and vintage items.
One of the unique features of Stag Provisions is its emphasis on authenticity and quality. The brand sources its products from a range of reputable brands and designers, many of whom have a focus on craftsmanship and traditional manufacturing techniques. This emphasis on quality is reflected in the materials used in the brand's products, which include high-quality fabrics and leathers.
The challenge
Since its inception in 2009, Stag Provisions has experienced rapid growth in both brick and mortar and online due to the popularity of its products and the increasing demand for online shopping. However, the company has been struggling to maintain consistent growth over the past few years due to an incohesive digital marketing strategy.
The brand was having problems effectively managing multiple paid media channels due to problems in the account configuration and foundational structure. A disrupted Google Merchant Center meant Google could not effectively deliver shopping campaigns ads on the platform. Their meta catalog and account structure hindered their ability to effectively target users with unique messaging and catalog ads. While their email marketing campaigns lacked a clear full-funnel strategy and were not optimzed for modern devices.
To address this issue, Stag partnered with Adspace to execute a comprehensive digital marketing strategy across multiple channel and the entire customer lifecycle to help develop a more cohesive and effective digital marketing strategy.
The solution
Adspace conducted a comprehensive audit of the company's digital marketing efforts and identified areas for improvement. As a result, we recommended a more structured approach to paid media and email marketing, focusing on strategic content creation, targeted advertising, and effective budget allocation across multiple acquisition and retention channels.
Armed with the data from our initial audit we developed a cohesive online customer acquisition strategy across Meta and Google. We employed a full-funnel campaign structure on Meta, using a prospecting-heavy approach to introduce the brand to new users and drive relevant website traffic while also reorganizing their Meta catalog to better promote collections, brands, and products to different customer segments. Meanwhile, on Google, address GMC and GTM issues, while also adopting a modified SKAG structure to pinpoint performance on high-performing keywords and allocate budget accordingly.
To complement this approach, we developed a comprehensive email/SMS marketing strategy using Klaviyo automated flows. Our flows were designed to target users at each lifecycle stage with unique messaging, depending on their purchase behavior and buying intent. Through an in-depth segmentation strategy and unique flow triggers, we delivered tailored emails to each user based on their interactions with the brand’s website, emails, and ads.
Finally, we custom-built a performance dashboard on our proprietary attribution software to measure cross-channel attribution, optimize audience and creative targeting, and maximize returns. By implementing this strategy, we were able to deliver exceptional results and help the company achieve sustained growth.
Strategies
01.
Design, develop, and implement new customer acquisition strategy on Facebook & Instagram through Prospecting, Retargeting, DPA, and LTV campaign types to achieve significantly higher ROAS and lower CPA.
02.
Design, develop, and implement new customer acquisition strategy on Google through Search, Display, Retargeting, and Shopping campaign types to acquire new customers and increase conversions.
03.
Implement a full-funnel email marketing strategy to generate new subscribers, create automated flows and engage users with new email campaigns to increase ROAS and customer lifetime value.
04.
Implement a custom cross-channel reporting and attribution dashboard to better measure attribution across paid media mix and more effectively allocate budget to maximize returns
