case study
Acquired within months of shifting focus to incorporate both single channel view and blended channel view
Achieved after introducing YouTube and Bing as advertising channels that had not been previously leveraged
For Google PPC campaigns after reducing frequencies to prevent over-targeting past customers
In customer submissions after re-designing pop-up email opt-in and SMS capture
In total revenue from May ‘24 to June ‘24
In total orders from May ‘24 to June ‘24
DOE Media Propels Get Maine Lobster Into Revenue Efficiency Growth Through Strategic Demand Generation
Get Maine Lobster harvests lobsters the old-fashioned way, with each harvester hauling in 250 to 300 traps a day, one trap at a time. Their commitment to delivering the freshest sustainably sourced seafood right to customers’ doors has made them a staple in the premium seafood industry since their start in 2009.
The Challenge
In 2020, like many ecommerce businesses, Get Maine Lobster saw historic growth during the COVID-19 pandemic as consumers turned to delivery for most of their needs. To maintain this growth after the initial spike, the company committed to several advertising practices that were not delivering the results they were hoping for. Having worked with several other agencies who didn’t focus on EBITDA-driven performance marketing, the GML team came to DOE to help turn things around in the face of several challenges:
Chasing the Lockdown Online Sales Spike
After growing by 600% during the 2020 online ordering frenzy, Get Maine Lobster tried to maintain this growth by increasing overall advertising spend, resulting in an unfavorable profit/loss margin.
Post-Lockdown Revenue Maintenance
In an attempt to maintain their pandemic pace that saw such strong revenue, Get Maine Lobster focused on their existing clients, leading to a dip in potential new clients that are crucial for revenue growth.
The Value of Underutilized Channels
After a thorough audit, we uncovered Get Maine Lobster was not incorporating all the available advertising channels into their marketing strategy. Leaving plenty of important marketing opportunities on the table.
THE SOLUTIONS
DOE got to work overseeing a comprehensive strategy that incorporated an omnichannel approach to widen Get Maine Lobster’s reach, emphasize new KPIs and unused channels, and lead a website revamp to help conversions.
know your customers
The Value of Demand Generation
While lead generation aims to convert prospects into customers, demand generation seeks to mine prospects, creating general interest in a product or service from potential customers. While Get Maine Lobster needed to nurture existing customers to maintain their growth, they needed to simultaneously gain new clients through strategic channels to continue growing:
- We conducted a comprehensive analysis of the entire customer journey, including a unit economic analysis, to better advise Get Maine Lobster on best practices for consumer attainment and retention.
- Abandoned reliance on Return on Ad Spend (ROAS) and focused on Customer Lifetime Value (CLV) to better understand customer acquisition patterns and the reasons behind them.
- Shifted focus to Media Efficiency Ratio (MER) and Cost Per Acquisition (CPA), considering both single channel and blended channel views to understand how channels impact each other and consumer spending habits.
- Consolidated ad spend utilized for retargeting, which was creating higher frequencies, lower traction and conversions, and adding few new prospects to the marketing funnel.
- After reviewing data, trends, and marketplace sentiment, we employed Google PPC, YouTube, Bing, and paid social media to grow demand generation.
BRING IN THE REINFORCEMENTS
Channel-Specific Strategies for Optimization & Reach
During our audit, DOE discovered that Get Maine Lobster was not incorporating YouTube or Bing in their marketing strategy, their PPC advertising was not optimized, and potential revenue was being left on the table. We implemented a targeted campaign to attract new customers and drive overall awareness through a blended channel view:
SAME LOBSTERS, NEW LOOK
Website Enhancements Shore Up Sales
To better serve newly acquired and returning customers, several key website re-designs and optimizations were undertaken:
- Redesigned and split-tested the email capture pop-up form to increase and rebound opt’ins.
- Implemented a double opt-in process using the AMPED platform.
- Re-ordered product page hierarchy and implemented an Add-to-cart Drawer with scheduling and in-cart upsells.
- Tested different traffic to various landing pages to identify the highest converting pages, leveraging customer psychology for better results.
paid social channels
Within months, Get Maine Lobster achieved significant growth in brand awareness and revenue, attracting 12,000 new customers at a 5x ROAS by leveraging YouTube and Bing PPC advertising.
Strategic revamp of Google PPC led to an ROAS increase of 3-4% within 9 months, positioning the brand for long-term success.
FOLLOW THE LOBSTER
- Consistently decreased returning customer rate since re-launching in 2024, indicating that more new customers are filling the funnel.
- Seeing more consistent traction within retargeting after primarily focusing spend on prospecting, leading to lower frequencies, lower CPAs, and higher conversions.
NEW DIGITAL LINES ARE CAST
- Re-designed email opt-in form doubled the daily leads captured through emails and SMS campaigns.
- Implementation of the double opt-in form increased the performance of all paid media.
- Optimization of product pages and user carts increased conversion rates on Shopify store by 27%.
- Landing page testing led to the implementation of the most successful design, helping maintain a high conversion rate.
MAKING DOLLARS AND SENSE
- Adoption of a more efficient Media Efficiency Ratio (MER) as the lead Key Performance Indicator (KPI) ensured marketing efforts aligned with profitability objectives.
- Prioritizing MER as a crucial performance metric enabled data-driven decisions and effective budget allocations across advertising channels.
- Enhanced overall profitability through a comprehensive understanding of Customer Acquisition Cost (CAC) and Customer Lifetime Value (CLV).
LOBSTER SEASON ALL YEAR ROUND
Acquired within months of shifting focus to incorporate both single channel view and blended channel view
Achieved after introducing YouTube and Bing as advertising channels that had not been previously leveraged
For Google PPC campaigns after reducing frequencies to prevent over-targeting past customers
In customer submissions after re-designing pop-up email opt-in and SMS capture
In total revenue from May ‘24 to June ‘24
In total orders from May ‘24 to June ‘24
WHAT IS NEXT?
Building on the momentum of increased revenue efficiency and customer acquisition, Get Maine Lobster is charting a course for sustained growth and market leadership in the premium seafood industry.
The company plans to leverage its enhanced marketing foundation to explore new opportunities and further strengthen its brand presence. The business is committed to sustaining its growth by continually adapting to the evolving digital landscape and consumer preferences.
By focusing on innovation, customer experience, and data-driven strategies, the company is well-positioned to remain a leader in the premium seafood delivery market. With DOE Media’s ongoing partnership and strategic guidance, Get Maine Lobster aims to make lobster season a year-round delight for customers nationwide.
Contact DOE Media today for a free marketing audit, and let's navigate the path to achieving your business goals together.
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