case study

0 K

new customers

Acquired within months of shifting focus to incorporate both single channel view and blended channel view

0 x

ROAS

Achieved after introducing YouTube and Bing as advertising channels that had not been previously leveraged

0 %

Increase in ROAS

For Google PPC campaigns after reducing frequencies to prevent over-targeting past customers

0 %

Increase

In customer submissions after re-designing pop-up email opt-in and SMS capture

0 %

Increase

In total revenue from May ‘24 to June ‘24

0 %

Increase

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:

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:

YouTube

Introduced a YouTube strategy with digital paid ads to attract new customers and drive overall awareness by leveraging authentic content alongside founder videos to drive awareness, conversions, and top-of-funnel prospects at lower costs. 

Bing

Developed a new Bing strategy with targeted campaigns to attract new customers and drive overall awareness. Bing was completely underutilized prior to working with DOE.

Google
  1. Built a full-funnel ad account structure
  2. Leveraged and successfully implemented Performance Max campaigns that drive significant value and conversions.
  3. Tested various campaigns and optimized Google PPC ad campaigns.
  4. Reduced frequencies to prevent over-targeting past customers.
Meta (Facebook/Instagram)
  1. Re-aligned ad account structure by prioritizing ad spend allotted towards prospecting new customers. 
  2. Launched prior best-performing prospecting campaigns and launched new prospecting to test new audiences and interests. 
  3. Began testing creatives similar to historically best performing ads.
  4. Implemented more consistent creative testing, while pushing more promotions and sales to entice customers. 
  5. Optimized ad conversion rates. 

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:

paid social channels

Increased Customer Acquisition Through Paid Search Channels

0 K

new customers

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.
0 %

Increase in ROAS

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

Redirected Paid Social Investments Drives New Customers

0 %

Increase in total revenue from April ‘24 to May ‘24

0 %

increase in total revenue from May ‘24 to June ‘24

0 %

increase in online conversion rate from May ‘24 to June ‘24

0 %

increase in total orders from April ‘24 to May ‘24

0 %

increase in total orders from May ‘24 to June ‘24

NEW DIGITAL LINES ARE CAST

Hooking Customers Through New Site Features

MAKING DOLLARS AND SENSE

Adopting a Profitable Marketing Approach

LOBSTER SEASON ALL YEAR ROUND

By the Numbers

0 K

new customers

Acquired within months of shifting focus to incorporate both single channel view and blended channel view
0 x

ROAS

Achieved after introducing YouTube and Bing as advertising channels that had not been previously leveraged
0 %

Inrease in ROAS

For Google PPC campaigns after reducing frequencies to prevent over-targeting past customers

0 %

Increase in Customer Submissions

In customer submissions after re-designing pop-up email opt-in and SMS capture
0 %

Increase

In total revenue from May ‘24 to June ‘24
0 %

Increase

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.

Ready to embark on a journey toward greater success?

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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Case Studies

Get Maine Lobster

Get Maine Lobster

  • 12K

    New Customers

  • 34%

    Increase in ROAS

  • 100%

    Increase in Customer Submissions

Hammonds

Hammonds

  • 227%

    Growth in Revenue in the First Year

  • 75%

    Increase in ROAS