Since Facebook and Instagram not only allow but recommend taking potential users down a full marketing funnel from awareness to consideration and through to purchase, these really are the perfect places for an outdoor brand to not only gain traction with consumers who are new to their brand, but also to convert directly from the social platform. Using aspirational lifestyle video that triggers emotion as part of the campaign’s awareness tactics demonstrates that you understand your potential consumers’ needs and helps quickly generate a positive association to your brand (Forbes). From there, we recommend that our outdoor-brand clients move down to product-specific creative, generating specific interest in product lines and driving a consumer toward purchase. These tactics have shown great success for our clients.
On the awareness side, we have been able to provide quite a lift in perception and ad recall as compared to industry standards for our outdoor clients. Ad recall lift measures the number of people who remember your ad two days later, and the industry standard is around 8% (ThinPigMedia). Our outdoor brands have experienced recall lifts much higher than that, with Fish Hippie seeing lift figures as high as a 30.41% lift, Hook+Gaff as high as 29.9%, and frogg toggs reaching as high as 33.3%, all due to active engagement of outdoor enthusiasts with the ads.
In the consideration and browsing section of the funnel, when consumers start forming purchasing opinions for products, using click-through rate is the best way to measure interest in the brand. This is when the consumer leaves the social platform and clicks through to a brand’s website. The average click-through rate from Facebook and Instagram is .90%, with apparel brands coming in at 1.24% (WordStream). Using our advanced targeting, creative capabilities and years of experience on the platform has helped our outdoor-industry apparel brands significantly outperform these benchmarks as well, with click-through rates as high as 4.54% for Fish Hippie, 5.11% for Hook+Gaff, and as high as 6.45% for frogg toggs.
Most importantly, Facebook and Instagram ads have led directly to increased revenue for our outdoor e-commerce clients. The platforms are among the few places where, within a single ecosystem, a brand can take a consumer all the way from awareness through to purchase in just a few steps. Using the Facebook pixel correctly and optimizing ads to the lowest cost per purchase, we have generated great sales results for our clients in the crowded e-commerce space. An average ROAS for advertising across industries is a 287% (SalesAndOrders). Using the right conversion ad types and product catalog ad types, our ROAS for outdoor clients has been well above that average. On average from 2018-19, frogg toggs ads that optimize toward purchase have had a 462% ROAS, Fish Hippie has had a 660% ROAS, and Hook+Gaff has averaged a 1040% ROAS.
Helping outdoor brands deftly navigate paid social is only one part of our skill set when it comes to paid media for the outdoor industry. Need help with your outdoor brand’s marketing and advertising? TBA Outdoors can help with all of your digital and traditional media placement needs. Contact us to get started.