How do you grow and foster a united community of disparate fans?
Zephyr Epic was suffering from underperforming sales. Their eCommerce platform, Shopify, had plateaued in its capabilities and their social media audience was fractured and disparate. They needed a custom solution and strategy to suit their business’s needs. Zephyr’s community wanted to see niche segmentation of brands — they did not want to see Pokemon cards mixed in with Hockey cards.
Grow business by removing barriers to purchase
Unite a divided audience on social media
Focus on their community with a custom, sophisticated site and campaign initiatives
Custom pathways to give users what they want, smart campaigns to lead them there.
Major Tom began with a discovery phase: Uncovering the consumers’ needs, performing SEO research, and a site-wide analysis. Then, we collaborated with Zephyr on the best strategy to marry their business goals and brand needs with their audience’s wants.
Execution involved a site map, stylescapes, wireframes, and UI designs all to create a custom WordPress site. The site has an intuitive flow, resulting in a greater user experience. The focus is now solidly on the diverse communities and serious collectors that frequent Zephyr’s site, making everyone feel welcome. The backend has greater administrator capabilities, providing better user tracking.
Once the site was optimized, we leveraged the marketing flywheel model as a part of our media strategy to bring people back there.
We created high-performing campaigns then optimized them towards high ROAS. These campaigns also raised awareness of Zephyr Epic to potential customers who eventually became followers. Then, we strengthened brand loyalty by increasing community engagement with these followers. By providing value to our audiences with useful and relevant content and good customer service, we eventually promoted sales. All of this worked toward increasing our customer’s lifetime value (LVT) and inspiring brand advocates.