Published
January 30, 2019
Category
Optimization
client
Trailer Parts Direct
Trailer Parts Direct
01. The Challenge & Solution
O Trailer Parts Direct is an independently owned Industrial hardware & spare parts for Motor Body Builders,User Camper Trailer, Caravan Manufacturers & Boat Builders based in Brisbane, Queensland. But after more than 15 years in business, this thriving brand is anything but small.
With an annual revenue in the millions, Trailr Parts Direct is a major player in the outdoor living sector. With most of its sales happening offline, the brand came to Gecko Media ready for a digital transformation that would expand and strengthen its reach online.
“I cannot give you the formula for success, but I can give you the formula for failure. It is: Try to please everybody.” – Herbert Bayard Swope
02. The Challenge
On the business side, Trailer Parts Direct owned several distinct yet disconnected brands. Our first challenge was to refresh the Trailer Parts Direct brand and fold all other brands into the new one.
From a technical perspective, Trailer Parts Direct used a standalone Inventory Management system that made tracking users and sales problematic. To help create more efficient, sales-friendly environment for their team, an API would need to be built and integrated with their current system – plus, have the after sales infrastructure to support Trailer Parts Direct’s new digital capabilities.
03. The Approach
As a true digital partner, our team engaged strategically with every aspect of the brand to ensure seamless branding, a sales-driven website, and the right technology for success. 24% increase in marketing ROI year on year. 286% increase in revenue (compared to previous years)
04. Redefining Offerings
Our user experience team created an intuitive architecture to lay out a structure for eCommerce development. Where products were once divided up by brand, we took an audience-centric approach, regrouping products into distinct categories that corresponded to Trailer Parts Direct’s audiences.
05. Making Tech Advancements
After helping the client upgrade their current technology stack, Gecko Media’s developers drew on the eCommerce power of WordPress to develop the new site, successfully integrating our designers’ creations to life.
06. Unleashing New Creative
Digging into Trailer Parts Direct’s analytics, our paid media team saw big opportunities. Working with Gecko Media’s designers and copywriters, our marketing team looked to capitalize. We launched a series of stunning display and social media ads with product-specific, user-centered messaging that saw impressive results.
07. Result
Planting the seeds for Trailer Parts Direct’s digital growth was a challenge we felt well-prepared for as an agency. But even we were surprised by the results. On top of big gains in ROI and keyword rankings, Trailer Parts Direct’s saw a 617% increase in transactions and 515% increase in revenue using the paid media we created post-launch, compared to their previous agency.
Beyond the numbers, our team’s PR efforts have helped Trailer Parts Direct form valuable industry partnerships that have opened up new sales channels and media opportunities, positioning their team as thought leaders and their audience’s go-to Trailer Parts Direct experts.
