We look for partners who will help make what our internal team is doing better. I can honestly say PebblePost has one of the best support teams I work with. It allows us to be collaborative and for me to be an expert in the platform with their guidance. The team supports me quickly in regard to all my regular questions.
Objective
For e-commerce businesses like BBQGuys, which offers one of the largest online selections of premium grills, BBQ smokers, and backyard essentials, ROAS plays a vital role in the brand’s bottom line, sales success, and overall brand awareness. As such, BBQGuys has a 10X ROAS benchmark they look to increase or maintain month over month.
However, as cookie deprecation and browser privacy changes make it harder to engage and measure target audiences across the internet, BBQGuys knew it needed to diversify its marketing strategies.
As a brand that sells items for the home, it made sense for BBQGuys to branch out into direct mail. However, as top-of-funnel strategies like direct mail are often viewed as non-essential for driving direct revenue, BBQGuys needed a partner with accurate targeting, an easily accessible user interface, and reporting capabilities to prove the value of the channel.
Strategy
What if BBQGuys could combine the best of digital and direct mail into one channel that meets its prospecting, acquisition, and brand awareness goals? The brand found just that in PebblePost’s Programmatic Direct Mail solutions.
Drawn to the platform’s closed-loop measurement capabilities, BBQGuys tapped PebblePost to support customer acquisition in two ways: identifying net-new audiences and converting prospects who have shown interest.
The brand’s approach to identifying new audiences is divided into five personas based on their motivations, feelings, and needs in building an outdoor lifestyle. The PebblePost platform uses these persona attributes and behaviors to build modeled lookalike audiences and engages those audiences based on active purchase intent with high-impact marketing mail.
The platform supports the brand’s efforts to convert prospects by dynamically retargeting unknown website visitors within 48 hours of their visit with a tangible piece of mail that extends purchase consideration.
“PebblePost is a strong revenue driver for us. We see successful results month over month. Our support team through PebblePost is also unmatched in customer service. They make our jobs easier.”
Allie Wooster, Channel Manager, Programmatic and Affiliates, BBQGuys.
Results
PebblePost has become a top revenue driver for BBQGuys, consistently outperforming the brand’s 10X ROAS benchmark for prospect retargeting tactics and prospect lookalike modeling.
One of the brand’s favorite parts about PebblePost is the ability to track the performance of postcard sends and revenue daily via the platform’s reporting dashboard. It provides the brand with accurate information for its leadership team and forecasting, is easy to use, and is straightforward.
BBQGuys’ other top reason for partnering with PebblePost is its customer service. The brand says it gets quick responses and support on all questions, which allows for efficient and precise campaign execution.
As a result of the brand’s success, BBQGuys plans to increase investment with PebblePost to support an evergreen approach, apply product category strategies, and support new store openings.