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Trainade Performance

Case Study - Digital Marketing

Discover how we increased Trainade's online sales by a massive 175% in the first 12 months of partnering!

Platforms Used:

175%

Growth vs Previous Year

215%

Increase in Traffic While Maintaining a 5% Conversion Rate

288%

Increase on Black Friday Sales Event

About Trainade Performance

Trainade Performance offers products and resources focused on hydration and fitness. Their offerings include hydration drinks, protein supplements, accessories, and apparel. They also provide educational articles on topics related to caffeine’s effects, the role of electrolytes in the body, and how protein aids in weight management. The website emphasizes the importance of proper hydration and nutrition for athletes and active individuals. Created by its co-founders Dean Barnes &  Jordan Sullivan, better known as the The Fight Dietitian who is the leading sports performance dietitian in Australia who works with Olympians, ultra athletes and UFC world champions.

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The Challenge

In November 2022, Dean approached us for website adjustments despite already collaborating with another agency. It became apparent that their sales had stagnated for 6-12 months. Our audit revealed a lack of a strategic approach in their advertising efforts to attract new customers, as well as an absence of effective remarketing campaigns aimed at enhancing repeat purchases and maximizing customer lifetime value. Despite the quality of their offerings and the backing they receive, it’s clear they have not yet capitalized on their full potential in the market.

  • 1

    Unique Value Proposition Communication: Failing to effectively convey the true benefits of the products they offered that are back by science.

  • 2

    Unstructured Media Testing: Lack of a systematic approach to testing creative elements, leading to missed opportunities and unable to scale online

  • 3

    Scroll Stopping Creative: Using very basic creatives with little to no engagement to attract attention

  • 4

    Untracked Metrics: Ads manager showing an average return but recording inflated results due to the attribution model at use

  • 5

    Not Capitalising on Sales or Product Launches Effectively: Leaving money on the table by no having an effective EDM or SMS marketing strategy to increase sales.

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The Goal

Our mission with Trainade was to revolutionise its digital marketing strategy, aiming to turn it into a dynamic force for growth and customer engagement. With clear and ambitious objectives, we sought to not only navigate through the existing challenges but also to establish new standards of marketing excellence for Trainade, ensuring their marketing efforts would significantly elevate their market presence and customer interactions therefore scaling the business effectively.

  • 1

    Boost First Time Buyers

  • 2

    Increase Repeat Buyers and Customer Retention

  • 3

    Achieve a High Return on Investment

  • 4

    Launch New Products Effectively

  • 5

    Scale Online Sales so They Could Expand Their Product Range, Operation & Hire a Larger Team

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The Strategy

In-Depth Audience Research for Customer Persona Identification

Our initial approach for enhancing Trainade’s performance was to deeply understand their hydration and nutrition products. By comprehensively grasping the benefits and unique selling points of their offerings, we were able to identify precise customer segments. This understanding allowed us to develop targeted messaging that resonated with the intended audience, sparking interest and engagement with Trainade’s products.

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Strategic Education-Driven Marketing for Engaging Trainade's Audience

For Trainade, having precisely identified our target audience segments, we shifted our focus to crafting engaging content. Given the strict advertising regulations on Facebook, especially for health and wellness products, we embraced an innovative approach. We centered our strategy on educating the audience about the importance of hydration and nutrition, using value-based marketing principles. This method enabled us to produce content that was not only compliant with Facebook’s guidelines but also effectively highlighted Trainade’s product benefits, leading to meaningful engagement and conversions.

Maximize Retention: Strategies for Enhancing Customer Lifetime Value

To enhance customer lifetime value for Trainade, we employed a comprehensive strategy integrating Klaviyo for email marketing, SMS Bump for text message marketing, and advanced data analysis. This approach allowed us to personalize communication, offering targeted promotions and valuable content directly to our customers. By analyzing customer behavior and preferences, we fine-tuned our messages to ensure relevance and engagement, thereby improving retention rates and increasing the overall value derived from each customer relationship.

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The Outcome

The partnership led to a significant sales increase of 175% compared to the previous year, highlighting several remarkable achievements, including a 150% sales boost from the first month of collaboration, a 288% rise during the Black Friday Sale Event compared to the prior year, and a record-setting 300% surge in sales vs there largest ever revenue day. This, however, was not attainable without working alongside a team whose work ethic is unmatched!

215%

Increase in Traffic While Maintaining a 5% Conversion Rate

175%

Growth vs Previous Year

288%

Increase on Black Friday Sales Event

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