Kleding Uitrusting
Kleding-uitrusting specialises in tactical clothing and outdoor equipment for professionals. Think military, police or security. But sports shooters or adventurers/hikers are also welcome guests at this webshop. Only, there was a problem: customers mainly came from their own network, so the challenge was to find new customers and gain their loyalty. That is when we were called in.
Official dealer of 5.11, Pentagon or Guardian Angel
With a fairly unique range, this was a fun challenge. Kleding-uitrusting is an official dealer of 5.11, Pentagon or Guardian Angel, for example. If you are a layman in this field, it probably doesn’t ring a bell, but Guardian Angel lamps, for example, are very popular among police officers. With a clear target group, there were several options in terms of online marketing, but with a limited budget, choices had to be made.
Official dealer of 5.11, Pentagon or Guardian Angel
With a fairly unique range, this was a fun challenge. Kleding-uitrusting is an official dealer of 5.11, Pentagon or Guardian Angel, for example. If you are a layman in this field, it probably doesn’t ring a bell, but Guardian Angel lamps, for example, are very popular among police officers. With a clear target group, there were several options in terms of online marketing, but with a limited budget, choices had to be made.
Mapping out the various options
First, we brought the situation into clear focus. What opportunities are there for this shop through the various channels? And which channels were expected to be most effective? A few things we came across in this preparation:
- People search in Google for products and brands sold by Kleding-uitrusting. That’s perfect, of course; those people are already searching very specifically for what we have to offer, so the chances of success are relatively high. Downside: search volumes are not extremely high.
- Through social media, there are many different targeting options to reach the right audience. Based on job title, interests or via data-driven targeting, several options lay here. Advantage: a large reach. Disadvantage: these people are not necessarily looking for our products.
In consultation, we eventually decided together that we would work with Google Ads for a trial period. Because we could then start working with a slightly smaller budget, but test whether this would work.
Result: For every €1 in costs, €6,01 in sales recovered
Pretty soon after starting, the ads proved to work well: website activity after clicking on the ads looked good, people stayed for a long time and viewed many different pages. Purchases didn’t take long either, after which we eventually achieved an ROAS of around 6: for every €1 of spend, €6 in revenue was recouped.
With this information, we can start building further with the client. We now know which keywords are performing well, providing opportunities for SEO. And we can now also start looking at whether we can also create a profitable situation with social media ads. So plenty more opportunities for Clothing Gear to continue to grow online!
