Mountaineer Brand Case Study

Facing high costs and ineffective marketing, Mountaineer Brand overhauled its strategy, leading to significant improvements in marketing efficiency and cost savings. This turnaround prevented closure and set the stage for future growth.

336%

Increase in CR

35.7%

Decrease in CPA

61.6%

Increase in ROAS

The Diagnosis:

A good marketing strategy starts with a clear diagnosis of the problem. No point in solving problems that don’t exist or affect the bottom line. And out of all the problems available, what’s the MOST important?

Mountaineer Brand, a men’s personal care brand specializing in natural products, faced a critical challenge. Despite investing heavily in advertising agencies, the results were underwhelming, leading to excessive spending without clear direction. This lack of effective marketing strategy and uncontrolled expenses on various subscriptions and apps brought the company to the verge of shutting down.

The Strategy:

The primary strategy was to adopt a back-to-basics approach with a holistic view. This involved two key aspects:

Financial Overhaul:

Implementing a forecasting methodology to identify and eliminate unnecessary expenses, particularly in subscriptions and apps. And set target CPA and ROAS targets that were actually profitable.

Marketing Revitalization:

Reconstructing the marketing strategy to improve efficiency. The focus was on reducing the CPA while enhancing the conversion rate and the ROAS.

Execution:

Financial Restructuring: A thorough analysis led to the identification of $14,000 monthly in superfluous expenses. By simplifying the toolset, only essential apps were retained, significantly reducing backend costs.

Marketing Overhaul: The new marketing strategy was centered around optimizing the Efficiency Ratio. Adjustments were made to target a more favorable cost/conversion ratio, a higher conversion rate, and improved conversion value per cost.

Results:

The restructuring of the marketing strategy, guided by a back-to-basics principle, led to significant improvements in Mountaineer Brand's marketing efficiency. These strategic changes resulted in impressive gains across key metrics:

CPA:

Achieved a substantial 37.5% decrease in the cost per conversion. This reduction signifies a more cost-effective approach in attracting and converting customers.

Conversion Rate:

Witnessed a remarkable 336% increase in the conversion rate. This indicates a significantly higher percentage of prospects turning into customers, reflecting the effectiveness of the targeted marketing efforts.

ROAS:

Experienced a 61.6% increase in conversion value per cost. This improvement denotes greater returns on investment from the marketing expenditures.

These results reflect a successful turnaround in the marketing strategy, enhancing performance and efficiency in Mountaineer Brand's marketing endeavours, particularly in their Google marketing campaigns.

Next Steps:

Building on this success, the next steps involve:

Continuous monitoring and optimization of the marketing strategy to sustain and enhance the efficiency gains.

Exploring new market opportunities and product lines while maintaining the streamlined cost structure.

Leveraging data-driven insights for ongoing product and service improvement, ensuring Mountaineer Brand remains at the forefront of the men’s personal care market.

Hear from the founder: Eric Young

"I’ve been through one advertising agency after another, we we’re about to give up. But then we found Ecomm Evolution and they turned things around. They started by figuring out the ‘actual’ costs with financial planning exercises, saving us about $14,000 per month. I highly recommend Ecomm Evolution, they’ll get everything set up right - back to the basics."