Thought leadership, monetized
- Business Development
- Brand Strategy
- eCommerce Consulting
- Sales Funnel
- Media Creation
A need for change
Leaders in niche markets usually find themselves in very strong sales positions. As with any business though, your offering could be the best available but if no one knows about it you won’t be able to serve their needs.
PNW Bushcraft has long had a substantial thought leadership position in the niche ‘Bushcrafter’ division of the outdoor gear market. Having already followed up on this with top-of-class offerings of hand made, custom designed gear for the bushcrafting aficionado they were selling their products almost entirely on Etsy.
We met with PNW Bushcraft’s leadership and we listened to their story.
Their existing audience members are very loyal, strong advocates for their brand, but they lacked the marketing experience to reach a wider audience and improve their sales numbers.
Innovation empowers expertise
Through top-level discussions with PNW Bushcraft, we quickly assessed that the primary issue holding back their brand was the perception of it as a small, cottage business along with limited sales channels. Our team advised them on creation of an independent eCommerce store, and provided ongoing support for that project.
The Up n Up team also conducted a detailed study of the Bushcraft market, including competitors and related products. Social media was driving most of their conversions, and they had a very high degree of fan loyalty, but audience growth was very slow and their market penetration was 80-90% limited to their home region.
We built a digital marketing assets based on their existing brand. These were used those to aggressively expand their social media presence throughout North America as well as establishing an entry position on YouTube in order to develop improved brand awareness. Sensitive overseas markets globally, but in Europe and Japan in particular, were also targeted to help them break the regional restrictions on their sales growth.
A meaningful result
Over a two-year period, our partnership with PNW Bushcraft more than tripled their initial audience numbers, bringing relevant customers and fans into their sales funnel.
Combined with offering a more convenient and direct sales channel in the form of a more independent eCommerce website, their monthly revenues quickly rose beyond initial projections.
In the end, order volume increased so much that PNW Bushcraft leadership decided not to continue boosting their brand any further for the time being. In order to retain their position of authenticity and and top-of-class, sustainable hand-craftsmanship they postponed further market expansion.
After completing the project and supervising their company’s implementation of our recommendations, we were able leave PNW Bushcraft with a vastly improved outlook for the future based on a much stronger global brand awareness and monthly revenues more than five times what their average from just two years earlier.
