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Paid Media & COVID-19: Declining In-Store Revenue
This case study is an example of how a Hanapin client is pivoting strategy as a result of COVID-19. We hope it helps you visualize how you can pivot too, if needed.
Who is the client
Precor designs and manufactures premium end-to-end commercial and at-home fitness experiences that include cardio, strength, group training, and connected solutions.
What was Happening
In-store sales declined and revenue decreased due to social distancing and limited retailer hours.
Changed the Google Ads CTAs from “Call a Rep Today” or “Find a Store” to CTA’s that encouraged a fully online or over-the-phone sale like “Shop Online.” They also increased the budget plan for March by 400%.
Results So Far
By quickly changing the marketing strategy and increasing the online ads’ budget, a typical slow month for online sales rivaled Precor’s top online sales month of 2019. Year-over-year, online revenue increased 4,000% for the month of March.
Precor continues to see high traffic driving to the site indicating the company could continue to see a boost in sales for the foreseeable future.