T O M M I E C O P P E R
About the Brand
T O M M I E C O P P E R – Founded by Thomas Kallish, this brand boasts high performance sportswear by incorporating patented copper technology into it’s products. Combined with compression, the active wear apparel supports muscles for improved performance, recovery and relief.
Challenge
Reverse a downward trend in sales and limit company expenses all due to bad PR. Prevent the company from closing it’s doors.
Solution
Enhance the look and feel of the brand to gain higher spending customers. Build a solid foundation of trust that creates life-long customers and instill the right third-party companies to allow this growth.
Upgrade an antiquated ESP and develop scheduled campaigns for optimized email segmentation.
Fashion a sophisticated look for product photography and lifestyle.
Change the tone in all marketing collateral to grow quality customers that want to spend more.
Coordinate display and affiliate ad solutions to match scheduled promotions online.
Build an annual promotion calendar that supports growth.
Result
A company that was on the verge of permanently closing it’s doors was renewed with better sales through higher purchase orders. Through coordinated efforts, better promotions were planned and executed on all levels. Budgets grew steadily from previous years. Old investors had a renewed trust and new investors were gained. Email subscription was up to 1m with 350k active engagers. Rebuilding the brand and gaining new customers built a future for the company.
Small structural adjustments were made on the homepage while big changes were made visually to create contrast. Modules would stand out amongst each other rather than lost in previous designs. Larger and bolder imagery brought the consumer closer to the apparel. Smart coding made updates easy, especially for promotional heavy copy.
Additionally, select interior pages of the site were created solely for affiliates. These landing pages were customized per promotion, editorial or social post and designed for the best conversion possible.
Enhanced Emails
With an antiquated ESP, it was fundamental to migrate over to a new system. This new platform allowed for the necessary updates in campaign segmentation, sales tracking and user heat mapping—maximizing each and every email that went out. As much as 350k active subscribers were organized for the best conversion possible. This was one in a chain of initiatives that was planned with precision throughout the year.
