“PebblePost understands acquisition and retargeting. They are able to offer precision and targeting, which offline channels simply cannot. Their commitment to measurability and their thorough causal lift analysis validated the value they add to our acquisition program. I will personally continue to recommend PebblePost to fellow marketers.”
Ergatta is changing the motivation that moves people. They are on a mission to build a new consumer category: game-based home fitness. Their flagship product, the Ergatta Rower, provides a competitive and personalized full-body rowing workout through an engaging game-based interface. All Ergatta products are sustainably-made in New England from American cherrywood and designed to be displayed in the home.
Ergatta’s mission is to bring the transformative power of daily fitness within reach. Their target audience, largely male, skews towards people that can be described as “individually competitive.” Think former athletes, finance professionals, software engineers and those focused on precision and iterative progress in their daily lives.
Ergatta is deeply committed to understanding their customer base, performing research studies regularly. Based on this research, they understand their target audience can lean more introverted, which makes sense, as they would rather exercise at home versus in-studio. They also found their customers are motivated by their own achievements and competition with others, not by following along to an instructor.
As a single product company in an extremely competitive category, Ergatta faces a dual marketing challenge. First, they’re tasked with educating their target on home fitness equipment in general, followed by rowers specifically. Then they need to convince their engaged audience that Ergatta is the software experience of choice. Of course, the higher average order value (AOV) brings a new mix of unique marketing challenges, as well.
Initially, Ergatta’s acquisition strategy primarily focused on digital marketing, with Facebook and paid search serving as the workhorses of the channel mix. With plans to rapidly scale, the marketing team began to diversify marketing channels and considered streaming TV, OOH and Programmatic Direct Mail®.
As Ergatta is a highly considered purchase, the prospective customer is not going to simply swipe up and buy after seeing an ad once. Being able to reach the right people across multiple touchpoints in quick succession was important to the team. However, repeat frequency has proven to be very expensive in the past.
Ergatta understands their product is a highly considered purchase, but the buying cycle and timeline isn’t all that long. It’s important to reach the engaged audience quickly, frequently and through multiple channels. This led them to seek out acquisition and retargeting solutions with PebblePost. Much of the team has worked with PebblePost in the past, creating a foundation of trust and credibility that allowed the teams to move quickly. Through a mix of Lookalikes for their top of funnel campaigns and Retargeting for mid-funnel, PebblePost was able to deliver the multiple touchpoints they needed.
While Facebook has made a name for themselves with Lookalikes, Facebook CPMs aren’t coming down anytime soon and more and more users aren’t trackable, so Ergatta was eager to test Lookalikes with another partner. Being able to use a similar strategy with PebblePost to engage their target audience in their homes squared nicely with their overall goal of diversification. It also didn’t hurt that they were reaching this audience where they were most comfortable and receptive.
Retargeting has been a cornerstone of Ergatta’s digital strategy and they found immediate success with PebblePost. While the primary use case for Retargeting was first-time purchase, there is also interest in leveraging the product for retention and product marketing.
They also found that while other direct mail vendors claim to be fast, PebblePost exceeded their expectations both in terms of speed-to-home and the seamless nature of the creative proofing, printing and mailing process.
“While Facebook has made a name for themselves with Lookalikes, not everyone is engaged with social. We were very eager to test acquisition with PebblePost to try out another channel and ways to connect with our audience. We’re very happy with the results.”Randi Charles, VP of Marketing
Ergatta started with Retargeting, exceeding their CPA goal by an impressive +742% with a massive 500% lift in the exposed Retargeting audience.
With Retargeting a proven success, they began prospecting with Lookalikes, beating their CPA goal by an incredible +117%.