Andy Michaels & Gonz Medina - Blue Chip

The Ultimate Event for Small Business Success.

Pattern InterruptsTaking Online Marketing Offline

Gonz Medina & Andy MichaelsBlue Chip Athletic@BlueChipTweets @gmedina142 @TheAndyMichaels


Meet Blue ChipMore than just apparel


Gonz Medina

• Co-Founder of Blue Chip

• Wrestled at U Penn

• Goodbye, Corporate America

@BlueChipTweets


Blue Chip History

• Founded 2001

• 100% Referral-Based

• Currently have 25+

• Shopping for 4th location

@BlueChipTweets


Team and Retail Apparel

• 65% of revenue from custom team apparel

• Focus on wrestling market

• BlueChipWrestling.com for online retail

@BlueChipTweets


What we offer

• Wrestling Equipment

• Singlets

• Lifestyle Apparel– NCAA Fan Gear– “Word” Shirts

@BlueChipTweets


Our Ideal Customer

• Wrestling Parent– Focused on easy, fast

transaction– Less price sensitive,

premium on service• Access to Influencers– Interacts with other parents

or coaches– Vocal about wrestling,

shares good experience

@BlueChipTweets


Our Marketing Goals

• Capitalize on brand equity– Most traffic comes from

variations on “Blue Chip”

• Get more 2nd chance conversions– Steer ‘evaluators’ back to us

• Turbocharge the promoters– Give the vocal parents a “wow” experience

@BlueChipTweets


Evolution of a CampaignAdding some interrupts to get ‘sticky’


Version 1 Overview

• Simple email-only follow up for non buyers

• Basic, linear, time-based follow up for buyers

• Easily ignored

@BlueChipTweets


Version 1 Lead Capture

• Required work for user to find it

• Converted well for those who got there

• Relatively weak offer (10% off)

@BlueChipTweets


Version 2 Overview

• Capitalize on brand equity– Make default behavior for all visitors to sign up

• Get more 2nd chance conversions– Give compelling reason to share info

• Turbocharge the promoters– Make the experience white glove with personal

contact

@BlueChipTweets


Version 2 Overview

@BlueChipTweets


Step 1: Welcome Gate

• Page built in 20 minutes with Lead Pages

• Effortlessly connect Infusionsoft Forms

• Change ‘Attention Optional’ to ‘Attention Mandatory’

@BlueChipTweets


Version 2 Lead Capture

@BlueChipTweets


Step 1: How it works

@BlueChipTweets

BCW.com SpecificPage?

Arrive at Requested

Page

ReturnVisitor?

Arrive at HomePage

WelcomeGate

Yes Yes


Step 1: Welcome Gate

• All first time root traffic goes to the Gate

• Lead form captures name + email

• Kicks off initial follow up

• Download redirect script:BlueChipWrestling.com/Gate

@BlueChipTweets


LIVE DEMO

• Leadpages template options

• A/B testing

• Publishing options

• Thank You Pages

@BlueChipTweets


Step 2: Free Offer

• Thank you page is 2nd Infusionsoft web form

• Asks for physical mailing address

• Incremental, low-risksteps

@BlueChipTweets


Step 2: Free Offer

@BlueChipTweets


Step 3: Pre-Purchase Follow Up

@BlueChipTweets

Deliver promised Info

Nag until purchase

Nag if address not givenMail sticker

and letterFollow upOn sticker

The Ultimate Event for Small Business Success.@BlueChipTweets


Step 4: Turbocharge Promoters

• Free gift with purchase– Everybody loves a free t-shirt, great for branding!

• Lighting fast shipping– 90% of orders shipped same day, couriers for local

same-day delivery

• High-touch VIP follow up– New customers or big spenders get more love

@BlueChipTweets



@BlueChipTweets

Filter by orders and total spend

Task + Internal Form


Step 4: Mechanics

@BlueChipTweets


Step 4: Mechanics

@BlueChipTweets



@BlueChipTweets

Email follow upHandwritten Thank You card

THEN ask for feedbackFollow Up if

Unhappy


Step 4: Testimonials• Well I ordered 2 singlets for my 2 pee-wee wrestlers. They are awesome on the

website and even better in person. My boys were getting compliments like crazy. The customer service was excellent the shipping was reasonable and super fast. Will definitely do business again, and will not order anywhere else. Thanks for everythingJames DavidAlamosa,CO (Order # 45044)

• Ultra fast shipping great customer service and follow-up. Would never order wrestling gear or supplies from any where else Brian SwawLockport,IL (Order # 45103)

• Very nice website, and easy to find what I needed! Thanks for always checking up on my shipment so much! Thanks again! I now know where to get all the wrestling stuff I need! Abby GrundenPittstown,NJ (Order # 44851)

@BlueChipTweets


Step 5: Late Stage Followup

@BlueChipTweets


ResultsMore leads, more buyers!


Results: Conversion %

• Conversion of organic traffic: 7%

• Cost of organic leads: Negligible

• Last 30 days: – 500 Welcome gate leads– 443 Requested sticker (88%)

@BlueChipTweets


Results: Conversion

• Cost per mailing:– < $1

• Revenue per Welcome Gate Lead: $22.70

• Revenue per Sticker mailed: $51.43

@BlueChipTweets


Results: Feedback

• Total Reviews: – 3499

• Average rating: – 4.5 / 5

• % Ordering Again: – 99.37%

@BlueChipTweets


Thank you!

• Download redirect script:BlueChipWrestling.com/Gate

• @BlueChipTweets

• @gmedina142

• @TheAndyMichaels

@BlueChipTweets