The Challenge
Mr. Beams sells lighting products online and through big-box retailers. Its own store had stalled at about $30K a month, and the team was discouraged enough to start moving budget away from the website and into its big-box relationships.
The question was whether the direct channel was worth saving. I believed the problem was the store and how traffic reached it, not the demand for the product.
What I Did
I ran the account as project manager, marketing manager, and developer, so strategy, build, and campaigns sat with one person.
- Replatformed the store to Magento, replacing a site that could not support the business with one built to grow.
- Ran paid search on Google Ads to reach people already searching for lighting products.
- Ran retargeting through AdRoll to bring back visitors who left the store without buying.
- Ran email campaigns to keep past customers and subscribers coming back to the store.
- Owned delivery end to end, from the build through launch and campaign reporting.
The Result
Monthly online sales reached $100K within 6 months and $500K within a year, 16 times where they started. By the end of the first year, the direct channel was running at a $6M annual pace, from a starting point of about $360K a year.