Marketing Automation: Wrestling apparel company finds the right fit!

Marketing Automation: Wrestling apparel company finds the right fit!

Marketing Automation: Wrestling apparel company finds the right fit! 
 
Gonz Medina and Jason Heslop started Blue Chip Athletic in 2001 with no marketing budget, website or customers. Ten years later, with millions of custom and officially-licensed NCAA Wrestling garments sold online, Gonz and Jason faced a new set of challenges: disorganized customer data, fragmented communications, scattered sales and marketing reports and long working hours.
 
Challenges:  Initially, their sales funnel was undefined. With multiple repsWresting Matchusing paper-based or email folders to track leads, they had no way to measure sales performance or the effectiveness of marketing efforts overall. Email broadcasts from a legacy system were sending every email version to every customer. There was no segmentation between retail or custom orders, and no useful intelligence on open rates, responses, purchasing patterns or other behavior. At times, it looked like the company was on the wrong side of a two-point takedown.
 
Solution:  CIO Andy Michaels was so convinced about Marketing Automation that he paid for the user license out of his own pocket. He saw the potential for a two-for-one lift. Turbocharging retail sales with smarter lead capture and follow-up tools, and bringing clarity and structure to the customer sales funnel more easily. Bingo.
 
Andy and his team used Marketing Automation to apply best practices across the company. They introduced automated follow-up messages, utilized a survey to raise customer satisfaction and formalized lead pursuit to boost custom orders. And they made their primary repository for customer data, resulting in more intelligent data mining and reporting.
 
Results:  Since putting Marketing Automation into action in 2010, the company has grown from 6,000 to 22,000 customers. From 2010 to 2011, sales revenue increased more than 50%, and grew another 46% the next year. Marketing Automation enabled Blue Chip Athletic to generate more leads and referrals, organize and understand data, empower sales reps and garner rave reviews from repeat customers.Reducing their weekly working hours from 70 to 45 also gave Gonz more time for Cross Fit training. Now with 28 employees, the company's next step is a natural - finding new headquarters with enough space for a gym. 

 

 

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