The Client

A major supplier for outdoor accessories, this company has created an undeniable footprint in the retail space for their category and has acted as a leading brand and innovator.

The Objective

Though the vast majority of their goods are sold through big box retailers, this brand had two goals for Q4 2018:

1. Start creating an impactful presence in the ecommerce world by further developing their onsite UI
2. Leverage affiliate marketing to create an all-encompassing PR strategy that gained them brand exposure but also created a new sales channel for inventory management and liquidation

The brand chose DMi to manage their affiliate marketing initiatives.

The Challenge

Manufacturers are often left with an abundance of inventory which ultimately creates space and depreciates, causing a major drain on resources. This DMi client was facing this exact problem and needed to figure out how to move stagnant inventory, quickly.

The Strategy

This brand wanted to cost effectively sell these goods while responding to customers who have been demanding affordable, high quality outdoor goods. DMi Partners saw an opportunity to touch a new audience who had previously been deterred by the brands high prices. The DMi team developed a strategy to heavily discount older product lines to create buzz amongst affiliate partners who focus on creating editorial content around the best retail deals.

The Highlights

Over the course of a 24 hour period, the brand sold over 1,000 umbrellas while earning its way into securing premium inventory on industry leading deal sites. Additionally, not only did these consumers buy the discounted, overstocked umbrellas they ended up buying other products that were not as heavily discounted, driving the cart value up. Not only did the brand accomplish their goal of moving product, they were able to do so in a cost effective way. They exceeded in selling 30% more inventory than they had planned and in a cost effective way that resulted in a 12:1 return on ad spend.