BIG TALL CLOTHING

A full 360 Digital Marketing Strategy upon launch of a brand new website

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JMW Digital x Big Tall Clothing

Big Tall Clothing is a brand new menswear retailer that specialises in pieces designed for men of all sizes. With brands such as Jack & Jones, Farah and Bench to name a few, there is a wide selection of clothing to choose from. Big Tall Clothing approached JMW Digital having launched their new e-commerce website but no clear or structured marketing plan or strategy. This was a challenge that was faced head-on and expectations with the management at Big Tall Clothing were set.

Big Tall Clothing Model

Development

It was important that as a new business with a new website and no previous data/search engine authority to utilise we started slowly and cautiously not to overspend to generate traffic. We had a decision to make on how to effectively allocate Big Tall Clothing’s budget and after sitting down with our PPC and Paid Social teams the decision was made to lead with Social as one of the core objectives was to improve brand awareness. Using Facebook & Instagram ads allowed us to get in front of our ideal customers and introduce them to the brand at the top of the funnel. This would then lay the foundation for the middle and bottom of the funnel strategies that followed.

Big Tall Clothing Model

Strategy

It was important that as a new business with a new website and no previous data/search engine authority to utilise we started slowly and cautiously not to overspend to generate traffic. We had a decision to make on how to effectively allocate Big Tall Clothing’s budget and after sitting down with our PPC and Paid Social teams the decision was made to lead with Social as one of the core objectives was to improve brand awareness. Using Facebook & Instagram ads allowed us to get in front of our ideal customers and introduce them to the brand at the top of the funnel. This would then lay the foundation for the middle and bottom of the funnel strategies that followed.

The Next Steps

After receiving positive results from both a sales and an impressions perspective using social ads, we introduced another acquisition channel in the form of Google Shopping. It made sense as a niche retailer that sold established brands to start exploring the Google Shopping platform and attempt to acquire market share from some of Big Tall Clothing’s competitors. This was another challenge knowing how deep the pockets were of some of the rivals we were up against so we had to think outside of the box and plan where we could cost-effectively acquire sales.

 

The Results:

 

Within the first month of running Paid Social ads, we saw very positive results. We felt this was an avenue that was being neglected by competitors and decided to double down on this strategy introducing fresher creatives as well as videos to remain up to date in the minds of potential customers. When traffic started to increase, we seized the opportunity to take advantage of retargeting customers who had engaged with Big Tall Clothing and/or abandoned their baskets. With sales starting to flood in, Facebook’s algorithms kicked into action and began searching for new customers. At this stage, we introduced our managed PPC service and put together a series of campaigns that targeted some of Big Tall Clothing’s more profitable products seeing a ROAS that broke even in its first month. As time went on and the strategy was allowed to flow, the results continued to be positive which exceeded our expectations given that the business and website were brand new.


In Numbers:

  • Broke even on ROAS in the data gathering months
  • Enhanced brand awareness at the top of the funnel as well as broke even on ROAS
  • As a result of the above strategy, we increased Big Tall Clothing’s overall revenue.

We practice what we preach…

and we treat our clients’ business like our own!

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