Raising the Bar for Black Friday Success
Black Friday and Cyber Monday are unequivocally the Big Game equivalent of e-commerce, marking the start of the most crucial shopping season of the year. For Life Fitness, success during this period wasn’t just a goal, as the sale event accounts for a significant, make-or-break share of their annual revenue.
Stacking on another weight, Life Fitness faced significant supply chain concerns, leading to complex inventory and storage issues. The brand had to walk a thin line: aggressively pursue ambitious sales goals while also mitigate the risk of over-investing in their inventory. Their success hinged on thunder::tech’s ability to forecast demand and deliver results.
With the successful rebuild of their site already under our belts, the Life Fitness team trusted thunder::tech as a strategic e-commerce partner. They enlisted us to plan and run a flawless, high-octane performance marketing campaign to hit revenue goals during those peak shopping days and bring home a personal best.
With a clear goal set, our Performance Marketing team laced up their shoes and got to work. To maintain an efficient and profitable Return on Ad Spend (ROAS), our team designed a multi-layered ad strategy built on evergreen campaigns, supplemented by specialized Black Friday/Cyber Monday messaging. We detailed a media plan outlining platforms, targeting, audience segments, channel allocation and creative direction.
And when it comes to optimization, we don’t run ads for the sake of volume. Instead, we actively adjust campaigns in real-time—testing, refining and making changes during peak hours to maximize results. For the sale, our team closely monitored performance each day, staying proactive rather than waiting to react. This hands-on approach lead to our team adjusting ads and bids to reflect what customers were shopping for in real-time.
Thanks to our strong relationships with Constant Contact and Google, we were able to quickly resolve technical issues, allowing campaigns to run uninterrupted. Throughout the weekend, we kept the Life Fitness team updated with real-time insights, opportunities and recommendations.
But the biggest takeaway? Our remarketing strategy. We used page and engagement-time segmentation to create highly targeted campaigns, including designing a campaign focused on users who added items to their cart but never hit purchase. We successfully re-engaged potential buyers and drove them toward conversion.
When the weekend sprint came to an end, the results spoke for themselves:
We focused on making their budget work harder. In the past, Life Fitness underspent and missed out on revenue opportunities. thunder::tech went beyond simply executing orders—we recommended increasing spend where we saw potential, and it paid off with a 5.81 ROAS.
Because Life Fitness products are high-end and built for a niche audience, the pool of relevant keywords and buyers is much smaller than everyday consumer brands. During Black Friday and Cyber Monday, the competition is fierce with every ecommerce company fighting for attention. Despite this crowded environment, we were able to flex our expertise to deliver winning results.
We’ve got a few reps under our belt – let's take things up a notch. Reach out today!