One Year on the Customer Engagement Suite: Pure Archery Group

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This is a podcast episode titled, One Year on the Customer Engagement Suite: Pure Archery Group. The summary for this episode is: <p>Every platform has to prove it's worth. The Cheetah Digital Customer Engagement Suite provides as much as 20% top line revenue increases for some global brands.&nbsp;Pure Archery Group migrated their multiple brands to our single platform to acquire zero-party data, understand, activate and engage their audience with hyper personalization. With just over a year on the CES platform, they are having one of the most successful revenue runs in over a decade. Hear exactly how the CES gives them a competitive advantage and affords them unique solutions in times of both feast and famine.</p><p>This session is great for anyone in the marketing organization and will touch on both brick and mortar as well as ecom strategies. From a zero-party data driven approach to hyper-personalized messaging across channels, you’re guaranteed to learn a thing or two from the Pure Archery Group’s story.</p><p><br></p><p><br></p><p>&nbsp;</p>
Pure Archery Group's biz model explained
02:16 MIN
How zero-party data provides intelligence on customers...and its competitors customers.
01:04 MIN
Increased market share by 50% using zero-party data
02:30 MIN
Tripling down on the Cheetah Customer Engagement Suite
01:44 MIN
The importance of a single source of truth for customer data.
01:52 MIN
The power of customer experience and personalization
01:30 MIN
The competitive advantage of owning your database.
02:09 MIN
Migrating to the Customer Engagement Suite
02:15 MIN
Using SMS as a high-touch hyper-personalized channel.
02:10 MIN
Progressive profiling to deliver an enhanced customer experience.
01:00 MIN

Tim Glomb: I'm back in Eugene, Oregon at the Pure Archery Group. These guys have been on the customer engagement suite for just over one year and I want to hear them how's it going? Their migration, all their email, their personalization, their SMS, their journeys to everything. I'm looking to catch up with Jeff Suiter, who's the director of marketing for all seven of their global brands and Skyler Pace who actually goes in builds, activates, and engages all of their marketing campaigns. But I can't find them on the factory floor here. No idea where they are. Now, the Pure Archery Group are heavy into zero party data. And they've been a Cheetah experiences customer for years. These guys do personalization right and they do it at scale. If I could ever find them, I think it's going to be a great interview. Some big factory. Where are these guys?

Jeff Suiter: Hey, keep it down out here. We're trying to work.

Tim Glomb: What are you doing?

Jeff Suiter: We're trying to have a meeting in here.

Tim Glomb: In a hunting line?

Jeff Suiter: Yeah, we figured you wouldn't see us.

Tim Glomb: I mean, it's camo, but you're in the middle of a factory floor.

Skyler Pace: Is that Tim?

Tim Glomb: Yes.

Skyler Pace: Hey Tim, we need 10 more minutes, right? We'll meet you in the studio.

Tim Glomb: Okay. We got an interview to do.

Jeff Suiter: I know. We got work to do.

Skyler Pace: All right. Studio guys 10 minutes.

Tim Glomb: Jeez. All right, Jeff, here we are. We're in the studio. Let's get to it. You're the first one to up. But first, look, you guys have been a client to Cheetah Digital for a while. I've been working with this brand Bowtech and the Pure Archery Group since 2016. You guys have been pioneers of zero party data before that was even a phrase. I mean, you were collecting psychographic information from people at scale across the globe. But before we dig in, there are some people who haven't seen our previous us interviews and we've done quite a few. Can you give us the 32nd overview of the Pure Archery Group, your footprint, your business model, et cetera.

Jeff Suiter: It's not unlike a lot of different businesses. We are seven global brands here. So we sell domestically and internationally across all of our brands. But with that we have multiple sales channels. So we're not just in the key account or a big box store. We have to sell to independent retailer and we are also going direct to consumer as well. So across seven brands, three different sales channels, you can see how data is going to become extremely important for us to cater to the right people and the right audience and the right spaces. So that's a big deal for us being a seven brand company and different channels across there and they're all nuanced. They're not all the same as well. So we have to play another factor in there to get the business we need to have.

Tim Glomb: And some of that's native to the outdoor industry, right? The independent dealer, thousands of independent mom- and- pop shops or small regional players who don't share the same POA system and you don't have insight. You're a manufacturer of goods. They are just putting them on a shelf and selling them. So you don't get direct sales information.

Jeff Suiter: Yeah. We're in the outdoor space and within the outdoor space you have different segments. And we happen to be in the archery or the outdoor space in the archery segment anyways. With that, we have retailers that don't even have POA systems. So it's getting information back at all to us is extremely difficult. And that's unfortunate if you didn't have what we have with your guys' help. But it's unfortunate because you couldn't get information of the consumer back from your dealers because you have no data capture are there to do that.

Tim Glomb: So you're challenged vertical in a challenge industry and we'll even talk about censorship and things later. So let's go back. You started with a zero party data capture. You used Cheetah Experiences. At the time it was Wayin experience, which obviously became part of Cheetah's Customer Engagement Suite and acquisition. But you've been collecting, I mean literally millions of entries and data points on consumers. And I say consumer very meaningfully because not only have you been pulling psychographic information and getting surveys out to your customers, you have a giant pile of archery consumers across the globe in your database that have told you explicitly they own your competitors' product, right?

Jeff Suiter: 100%.

Tim Glomb: And you've been doing that since 2016?

Jeff Suiter: 2016 we started that. We started integrating our own registration people, understanding about them, reaching back out to them to get some of these psychographic data points. But more importantly than that, we had a pretty good understanding of our consumer, but we really wanted to understand our competitor's consumer, and what their purchase history is, what they're wanting out of those products. And more importantly, in some cases, what they're frustrated, what are they not fulfilling a need that we can fulfill if we know the data on that consumer.

Tim Glomb: Look, during age of COVID in 2020, these independent dealers of which there's over 1000 you deal with across north America alone were shut down. They could not bring people into store because of local restrictions.

Jeff Suiter: Yes.

Tim Glomb: And you went to a database and said," Hey, we can get you a one- on- one appointment with your local dealer." You didn't care where they were. You had their geographic information. You could send them an offer to actually reserve a time slot a day and a time to go see their local dealer, get in on a one- to- one safe level when state mandates were going that way. And you saw a giant lift when you got them in. You saw a giant lift in your product registrations and you saw customers that explicitly said they own your competitor's product were now registering your product during the COVID when no one else could actually get a cash registered link.

Jeff Suiter: Talk about a silver lining if there is one with COVID.

Tim Glomb: Yeah.

Jeff Suiter: That was it for us. You nailed it on the head. To add a little to that. On top of it is when we got registration back, when you talk about a lift, it was 50% market share that we took during this window of time when our competitors were stuck in the mud. They couldn't move.

Tim Glomb: Because they were using mass media. They didn't have databases with individual profiles.

Jeff Suiter: 100%.

Tim Glomb: They couldn't laser focus or rifle snipe the right message into the right dealer. They just used generic-

Jeff Suiter: Yeah. It even goes a little step further than that, I think. The fact they're still using the mass media approach to things it still doesn't give the personalization piece. To get somebody into the shop that needs a two way conversation. So they're still just blasting out.

Tim Glomb: Hoping.

Jeff Suiter: Yes. When I'm throwing a nice offer out or a nice schedule assistance to our customer base, it's a double win for us. Our customer's taken care of in a time of COVID when they're struggling to figure out how at groceries into their house let alone their passion.

Tim Glomb: Passion.

Jeff Suiter: What keeps them alive, keeps them driving and going. But we also had the dealer side of our business. Our dealer is not like... just like everybody else.

Tim Glomb: They have a mortgage, pay bills and no one was coming in.

Jeff Suiter: They got a mortgage. They got two. They got a shop to take care of and a house that they need to do it. So when we could step up and take care of a dealer that is an independent dealer and he has other competitors he's selling and we can go," We can take care of you in this time right now," it was a complete game changer not for just the consumer side, but for our business partners as well.

Tim Glomb: They want to do more business with you, because you have the tools and means and the strategy to get people across the threshold, brick and mortar. We've talked about that enough. There's a great interview. If you go look at cheetadigital. com in the resources section under I believe webinars and client stories, you can go see that. Let's talk about the present, because you got onto the customer engagement suite in about mid 2020 takes some implementation migration to get off of your other marketing systems onto our one little marketing system of record. And I'll talk to Skyler in a bit about the tactical of that. But today you are still a personalization engine. You have web tag on your website. I mean, literally if you know something about someone or they come to your website, the images, the copy, the products can completely change on the same URL that two people are coming to. Talk to me a little bit about how important personalization is today with that customer engagement suite powering that database giving you all this capability.

Jeff Suiter: Well, it's interesting because it's the engine you didn't know you had. You get in your car and you're like," Wow, this thing's really got pick up." That's what the experience is like for us. We started to work with it through Wayin experience as the original.

Tim Glomb: Years go.

Jeff Suiter: Transferred over into Cheetah Digital. And now we're in the CES system. With that system though, I call it, we tripled down on, we didn't double down. We tripled down. We went and I took our email side of our business and our SMS side of our business and personalized those, especially into the geo targeting areas. Our guys are independent dealers. I can't send you if we're here in, let's say Eugene, Oregon, like we happen to be today and go," Go into the shop in Ohio." It doesn't make any sense for us.

Tim Glomb: Doesn't sense.

Jeff Suiter: So we double down into our email and our SMS site and saw a very impressive open rates and engagements rates and purchased the full circle because we need to make money. That's what we're here for.

Tim Glomb: Sure.

Jeff Suiter: So we saw that come into play. On top of that, the personalization into the web environment is critical for our future here for us. It is the true differentiation between us and our competitors. They're not even there yet with the personalization. I'm trying to stay three steps ahead of them here. Now here's what's kind of cool. Our guys are segmented. We have women, we have kids getting into it, we have adults, we have an aging demographic. We have people that are very nicheing specific to it. Our web environment is turning into a personal shopping experience for our consumer. And we can see the lift in it. When they're there their time on site is much higher. Their activation in the newsletters, into videos much higher. The dealer locator which is kind of our pulses. It's the way to say," Did we get your attention enough? Do you want to go forward now?"

Tim Glomb: Do they have any purchase intent?

Jeff Suiter: Yes, exactly. That has got a lift after we've done some of these personalization pieces and we've custom built some stuff for it. We started building out a custom bow builder because we knew that's what customers wanted to do.

Tim Glomb: Talk about being committed to personalization. The bow builder, meaning you can take a bow, put your own color string, your own color this, your own patterns on it. I mean it truly is customized. When you put that front and center on your homepage, your website, it's pretty clear that personalization is what you're all about. So that's great. Well, look, you're the director of marketing over seven brands, right? You have a lean team. For you how nice is it to have one system to go in and say," All right, I can see how things are going. And I can look at aggregate insights. I can look at email or SMS open rates or engagement rates," which we've talked about before. Open rates are nice. The engagement rates and the actual actions taken from it. How nice is it to have that singular marketing record for you to go in and log into and not have to go to all these different disparate places?

Jeff Suiter: I actually wouldn't say it's nice. I would say it's a necessity.

Tim Glomb: Oh wow.

Jeff Suiter: If we're doing business to the level we need to be, to be the front runner in our industry, we can't have disparate systems everywhere. It's just not feasible, we cannot scale it, we would have to probably double or triple our staff in order to do that properly. And at the end of the day, all this data that makes us to drive our business I have it into something and try to figure out this magic formula to get all those to work. I don't have to do that with you guys. It's one dashboard, it's one area, everything's in one spot. It's super simple to use from that perspective. And I have every piece of data point and you said in the millions. There's probably close to 200 million data points in our database at this point. Now it takes a little bit of math to figure out what we need to be doing with those data points. But the fact is I can lean into that and go," Oh, it's all right here. What do we want to do today?" And that's how we can approach it.

Tim Glomb: It's scalable, as you said, lower lift and labor, less technology to maintain and less partners who... look a partner, we all know, your partner comes and says," Hey, we're changing our API. We're changing this." And now you got a month of development on your end to keep up with their changes. All your eggs are in one basket sometimes can be a scary thing. But the customer engagement suite, look, it seems to be working for you.

Jeff Suiter: It's working very well.

Tim Glomb: Let's talk about the future before I get with Skyler here. What's the future for Bowtech. You've got new products rolling out, your flagship products roll out in the beginning of calendar year 2022.

Jeff Suiter: Yep.

Tim Glomb: Of course, you guys have activated some of the largest archery launches ever. I mean, you had 70, 000 people show up and crash your website a couple years ago, personal invites to come see a closed environment. Talk about loyalty. You invited your customers to come see the launch a half an hour before the rest of the public, which was genius. Talk about customer experience, what is the future for Bowtech from a high level personalization data perspective?

Jeff Suiter: Well, we're going to keep pushing personalization. So that is the key thing for us. The more zero party data we can get the better off we are. So we're going to drive those experiences extremely heavy here into the future. When we start getting people into the database, we're going to start running personalization in the web environment and start to put these into our email campaigns and our text campaigns. And if we can, we're going to try to capture our audience across all of the media channels, get them into the database and that's where we're actually going to execute to sell. This is where we need to get our consumer in and we can nurture them once they give us more data points. And this is going to be where I'm talking about progressive profiling. If I can get him in there and I know that Tim you've already answered four questions, I'm going to get that fifth and six questions for you and we have it built in the way that once I get that information, it's real time personalization. I already have everything set up behind the scenes knowing," Hey, once I get Tim's fifth question, he's going to get fed a personalized experience on whatever page he happens to be going on."

Tim Glomb: Sure. Or a journey like I might be put into a new email nurture based on, I said, I care about the speed of my product rather than the weight of it or the aesthetics. That's great. You touch on something I want to close on with you, which is you live in an interesting niche of censorship.

Jeff Suiter: We do.

Tim Glomb: I mean, look archery is a family sport. There are well over a hundred million outdoors men in north America outdoors people in America alone. But censorship is involved there, right? There's animals involved and concerns. How are you using your competitive advantage of owning this database, owning your email, SMS channels, a direct communication layer to your consumers to get over things like YouTube that are squashing advertising and general organic content. Can you explain a little bit about that problem?

Jeff Suiter: Yeah. I mean, this is actually more in depth than just that first look. It's always moving target here with how to manage working with some of the big people like the Googles of the world, for example. And you're right. We are a little nichey in our outdoor industry and just like anybody else, you can be in other sports there's going to be some level of censorship that transpires there.

Tim Glomb: True.

Jeff Suiter: The unique thing with us is it takes the dependency for us to do our marketing spend and it takes that away for us to go from, let's say we do a big deal with television or TV or something, that's just renting. We're still just renting that audience in there. Now that I have personalization and I know data points about you. I no longer have to go that direction anymore. I'll give you a good example for this. YouTube, big area, everybody's in it. I think we all know the names.

Tim Glomb: Yep. Been around for a bit.

Jeff Suiter: Yeah. Our people love YouTube. They get to research whatever they would like to. Unfortunately we do, we are in the animal business to some degree. Weapons-

Tim Glomb: Weapons.

Jeff Suiter: And that gets us. We're going to get a little bit of flag there. I'm okay with that. Because that means my competitors can't be out there marketing where I can market directly to my consumer. And you want to talk about rates of increase in your email and in your text campaigns, when you get to show people what they want to see and they can't go get it somewhere else. I've saved money because I'm not spending money in these areas that I can't even get to anymore because of censorship.

Tim Glomb: CPMs are through the roof because of the pandemic, everybody's online.

Jeff Suiter: You have no inventory out there right now. COVID again, pushed people into the outdoors. When they got pushed to outdoors, they went into MySport and our areas and I loved it, but it creates a bottleneck now. I can't go out there and go purchase the television or purchase print ads even because it's gone.

Tim Glomb: Got it.

Jeff Suiter: So when you do that and I lose the ability to advertise, that could be a problem. But since we hedged our bets starting several years ago, we're ahead of that. I let that go a couple of years ago to some degree.

Tim Glomb: Well, it's a competitive advantage owning your own database, owning your own channels, it's such a personal communication too when something lands in the inbox or even more SMS. It feels like you're getting something from a friend, not just a brand. And frankly, I've watched your space for a while. I'm an avid archer, your competition they are just mass media cast and blast and hoping that the other end it works. This has been really helpful. Can you sum it up for me, your investment in the CES and moving onto that platform with a long- term deal with Cheetah Digital. Clearly something you didn't take lightly and it sounds like you're having one of the best years on record, at least in a decade or more. COVID's part to that, but I think we can take a little bit of credit. Getting you database, getting you connections, giving you trackable signals that are turning into revenue lift.

Jeff Suiter: Yeah. I would say it does two things for us. In reality, it does more than just a marketing tool for us. It actually helps us develop our product side of it as well. So when I'm looking at data points from a consumer, they're telling me what they want out of products. I feed this backup stream to our product manager and our R&D teams to go," When I go to market, this is what you guys should be building because this is what the consumer wants," my job gets a whole lot easier. I just need to get in front of them and since I have you on your email or your text, I give you exactly what you're asking for because you told us what you wanted.

Tim Glomb: Man, we could talk for hours and I keep saying, we're going to close out here because I got to get to Skyler. There's so much meat on the bone to be had here. The last thing you said be before we started, market research, because you have Cheetah experiences you can spin up in literally a day rather than four or five marketing people getting in a room going," We think consumers want this and this and this. So that's what we're doing." You literally took a survey just recently. And you had nearly 20, 000 people answer it very quickly that gave you a market research database and answers that normally most companies go out and spend 30, 40, $50,000 to get done and take six months and you'd never even know who took the survey. You just get the results, but you have a database and you're able to tap that and get the market research you need like that.

Jeff Suiter: Instantly. I used to buy all that research.

Tim Glomb: I remember there were budgets.

Jeff Suiter: There was one client, I wanted the information. Wanted the information and there was only two to three sources that had that information and it wasn't really that in depth. Was very high level. So when we got into the actual attributes and personal things that people are wanting inside of that, it just opened the doors for our product development side like nobody's business. And that's kind of our competitive edge there. We did it because of you guys.

Tim Glomb: All right, well look, you're done in the hot seat because I need to bring in Skyler Pace, who is the digital marketing manager globally for all seven brands here at the Pure Archery Group. He's the one who actually gets his hands dirty, creates these campaigns, puts them in market, analyze them and reports back upstairs to guys like Jeff. So Skyler you're here.

Skyler Pace: Hey Tim, what a surprise?

Tim Glomb: That was a quick turnaround. All right. Well your turn. And I'm going to start with one that a lot of our viewers want to know because the CES is relatively new.

Skyler Pace: Sure.

Tim Glomb: Customer engagement suite. You guys got on it last year. Migration into a new platform. I don't care what it is. It's always a painful process, right? So going from multiple, an email vendor, an SMS vendor, maybe some other aggregate CRM vendors. Now you're on one. Can you tell us a little bit about your experience of migrating onto the customer engagement suite?

Skyler Pace: Yeah, absolutely. And Tim, as you know, because we've been working together for quite a while now, we had millions. Millions and millions of data points on consumers that we needed to migrate over into the new CES as we were coming on board and granted that's a big task to take on, but the infrastructure in and of itself it was so well built coming on board that we knew as long as we can isolate each individual, make sure all of their data points are within their profile.

Tim Glomb: Fidelity and the data.

Skyler Pace: Absolutely. So there's a little bit of a cleanup process before we even got started.

Tim Glomb: Which is a good opportunity, right?

Skyler Pace: Yes.

Tim Glomb: Because you can purge old data and only bring over the stuff you need.

Skyler Pace: Yeah. There's plenty of stuff that we decided probably wasn't very useful anymore.

Tim Glomb: Old.

Skyler Pace: Yeah. So we had an opportunity to do just that, but coming into the new CES, yes, it's a tough process, but now everything's neatly put away. Everything's right where it needs to be for us to access it pretty much immediately. I don't think there's anything that could be more beneficial than that.

Tim Glomb: Great. So everything is in one system. Multiple vendors are gone and now you one system. And our team, we have a dedicated migration team, services team dedicated to our clients accounts. I mean, helpful team?

Skyler Pace: Absolutely. There's been about 15 individuals that have come through and cycled through and I work with them on a weekly basis. I've coined them the implementation team. Everybody here knows as the implementation team for Cheetah Digital. The support there has been absolutely amazing. In fact, they've been able to teach me so much more stuff than I ever thought I was going to have to learn, but in a way that definitely coming out of it, more of an educated individual and they're definitely a huge resource for us, even past implementation. There's some pieces that we're in the process of using already and still implementing some cool ideas, they're in the weeds with us and they're really getting us going.

Tim Glomb: I'll tell you many of our viewers use slack as a channel internally. One of my favorite slack channels here at Cheetah Digital is Bowtech personalization. I see from afar, you guys every week you meet weekly, I see some of the ideas and I'm like," Man, that's really cutting edge." So that's great. Paul Abrams, the whole team over there they're great. So glad to hear that you had a good migration. Let's move over. Let's break down some channels, right? Because email is a huge driver. Jeff talked a lot about it. You guys have a ton of success for years on it. How important is it for you to have now an email platform inside a larger giant platform where everything is there. So now your emails are informing SMS and the EDP. Our engine is able to feed intelligent things and journeys into email. What's your future of email now that you're on the customer engagement suite?

Skyler Pace: So as far as our ability to connect with consumer emails are our bread and butter. They always have been and really have been the foundation of our way to really communicate, not just our brand, but what our goals are and what we can do to meet those people and their lifestyles where they are. That said emails are just going to become more and more frequent in the future as far as how we deliver those, but more of a personalized level.

Tim Glomb: Got it. So not like," Oh, Hey, it's Monday. We got to send our newsletter." It's more or less like these individuals, let's say Tim went and looked at your new product page. Well, that might trigger three days later a whole journey or something based on the data you have on me. So more frequency, but not aggregate cast and blast, it's just these thousands if not millions of independent journeys for consumers.

Skyler Pace: Yeah. And you're exactly correct. Essentially what I mean by more frequency is that we're walking in this journey along with every single one of our consumers. So on a one to one basis as we continue to ask people information and as we try to continue to see what they like, what they need and what they want from us, they're more frequently getting information back from us that allows them to make the right purchasing decision.

Tim Glomb: And the data you've been collecting has been getting you great results, regardless of the CES.

Skyler Pace: Yeah.

Tim Glomb: The personalization strategy and the zero party data that's been collected for years. I mean, Jeff noted over 50% open rates on some emails because you're not personalizing just the content, you're personalizing subject lines. Not like," Hey Tim, new product, check it out." It's," Hey Tim, you told a speed is important. This bow for you."

Skyler Pace: Exactly. So it's not just your name, Tim that's going to pop up in that subject line, it's also going to be some attribute of a bow you're interested in.

Tim Glomb: Some keyword that resonates with me that I gave to you.

Skyler Pace: Exactly. Yeah. So if you're a speed demon and you're really looking for a fast bow, if we're talking specifically about our vertical bows, that subject line is going to be populated with exactly that. If it goes the direction of somewhere you want something that's lightweight, we're going to be meeting you right where you're at.

Tim Glomb: So my neighbor and I can both be advocates for the brand and both be on the email list, but he likes something over me. We're getting a similar email, just completely personalized even at the subject line.

Skyler Pace: You're exactly corrected.

Tim Glomb: All right.

Skyler Pace: And on top of that, and I'm sure we're going to get into this in a second, it's not just email.

Tim Glomb: Yeah. So let's move to SMS because this company has done a great job of using SMS when Facebook live was a big thing like 2015,'16,'17 using it as an alert system, because you would go live. I mean, we're in your studio in Eugene, Oregon. You build a beautiful studio. You do a lot of live content. That was a differentiator because Facebook live not to get into censorship, but they probably were not alerting all of your followers, right? You get a couple thousand, but with an SMS, low latency alert system, you were getting up to 60,000 people to tune in to a live Thursday night, eight o'clock Q& A every Thursday.

Skyler Pace: Yeah. One of the things we're able to offer to our audience as a benefit of just being able to engage with us and opt into that type of stuff is we get to announce some of those things early to the people who have opted in, right?

Tim Glomb: Yeah.

Skyler Pace: So as far as SMS goes, we have been using it for a while. But now in the way that it's connected through the Cheetah Digital platform, it speaks and goes right alongside those emails.

Tim Glomb: Yeah. Let's talk a little bit about journeys because that's really what a journey. A lot of people have said," Oh, we personalize emails. We personalize SMS." Well, your thing channel agnostic, because you've got all the channels covered. What's the best journey for the individual. And to your point, it might be an email then an SMS. Let's say, Rocky Mountain Specialty Gear, my archery dealership in Denver, Colorado, maybe they have a few extra bows on the shelf, you can hit people in a geo- targeted radius and say," Hey, get in this weekend, test shoot the revolt or the new bow and literally move product for an independent dealer."

Skyler Pace: Yeah. These microcosms of data we're realizing as an organization exist everywhere. And when we can reach people on that personal, when we're reaching them with SMS and we're reaching them with email you're exactly correct. It all joins together with journeys. If I could hit you in a high impact, high quality, multi touch, and to your point, multi- mediam where it's SMS, email and even some of the other strategies that we deploy, it just makes it that much more cohesive across the board.

Tim Glomb: I love the way you just explained. That journeys, high touch, hyper personalized multi- channel, that's a true journey, right?

Skyler Pace: Yeah.

Tim Glomb: Planes, Trains and Automobiles. Great movie with Steve Martin. Let's move into... the CES brings a lot of different things, right?

Skyler Pace: Sure.

Tim Glomb: So putting your eggs in one basket for you as an operator and your team, it's nice to have one login and do all that. How nice is it to see all of your data, your insights, your engagements across those channels and be able to just pull like insights of," Hey, what are people saying through experiences? What competing brands does our database own outside of ours?" How nice is it to have that singular marketing system of record?

Skyler Pace: I mean, in the most basic form, probably every single one of those digital marketers out there, including myself has been in a spot where you have a bunch of different platforms open, right? Your MarTech stack may have 50 different logos attached to it of what you're reporting, right? That said not anymore. Like today with Cheetah Digital everything is existing in the same spot. So our MarTech stack has a big old Cheetah Digital stamp right on the front of it and then a few supporting items. But that said all those data pieces between all those different systems within Cheetah Digital they're not separated, they're all connected. So if I want to see something pretty quickly and activate on it pretty quickly from the SMS over to email or even for the experience database, that stuff is pretty much immediate. And today being able to do that with the limited amount of time and resources an organization like ours might have, it's incredibly crucial for how quickly we can touch that customer. And quite honestly in an environment where we absolutely need to be the first person in their email box or in their inbox.

Tim Glomb: Fair. Well, you talked about personalization in real time. Let's talk about the web tag, right?

Skyler Pace: Yeah.

Tim Glomb: Because web tag and I'll just explain it for some people who aren't sure what that is. It's basically changing things in your website or in your app or any digital environment that your brand may own or maintain to quickly change to personalize the content on that page. Could be imagery, could be copy, could be anything. But pulling off a web tag in real time, like literally what feels like nanoseconds as a visitor is tough to do because usually most brands have their CDP, their customer data platform over here. Data lake by one vendor and then their web is another vendor. And then the connection in between there's latency there, right? Sometimes it's not truly real time. The customer engagement suite was built natively to have all the data at the center and then changing the web, sending an email, all these journeys we talked about it's core, it's native. Native actions that happen in truly real time. What is your future plans on taking the web tag to the next level? Let's say for new bow launch based on data you might know about somebody. What are some ideas that you're looking to get out there and market?

Skyler Pace: So one of our blooming ideas right now, something that is in the works and coming to fruition, especially as we come into the launch season for our products, is how do we present maybe product A, B or C to the individual in a different way. So Tim, if you were to go into our website today, you may see these small little micro experiences and we're talking about them as experiences, but the consumer may experience it in a way where it's just one quick question that pops up on the website once they're logged in or they've gotten there via email, you know?

Tim Glomb: Yep.

Skyler Pace: Do you prefer speed or lightweight? And that's kind of the typical one that we like to ask when it comes to the vertical bow category, because it's very easy for us to get on to that.

Tim Glomb: That's one of your top five crucial questions you want from every consumer.

Skyler Pace: Exactly. So once they're in the web space, we can ask them that very quickly, Tim, if you select speed immediately, when you select speed, we have the ability to go and actually serve up up content, whether it's our homepage or a product page that you're visiting, that allows you to experience the products that best fit that category.

Tim Glomb: Got it. It's a conversational tool.

Skyler Pace: Yeah. Absolutely.

Tim Glomb: If someone comes your website, it's not like," Oh, Hey, one size fits all." You can literally ask a simple question and instantly change a page and then progressively profile. Keep asking those little questions as they browse around or maybe they answer two questions on the website and you want to fire off an email with three more surveys and give them a value exchange to get even more data. So now the next time they come to your site or open an email or something, it's just going to be more intelligence.

Skyler Pace: Well, and Tim, you mentioned just now progressive profiling. So if you could imagine one of the things that we want to do in the web environment is truly augment the sales experience. Somebody might have a conversation with a dealer or a rep at a dealer and they may be having a two- way conversation." Hey, let me ask a question. What are you interested in a bow? What has your experience been like so far?" We're augmenting that experience replicating it in the digital space and the web tags allow us to immediately give them the recommendation based on what they've told us.

Tim Glomb: It's great. It's conversational. It's human nature.

Skyler Pace: Absolutely.

Tim Glomb: Right? You ask and then you answer to what they gave you. All right. Well, look, you're a practitioner, but you've been in multiple industries. You've been in finance industry, you've dealt with MarTech all over the board. When you talk about 50 logos, I had to chuckle because you and I have talked about that before, right?

Skyler Pace: Yeah.

Tim Glomb: The MarTech stack is like shuffling in the wind and it's like," When's it going to tip over?" Overall, what would you have to say to our viewers who might be on the fence? They're kind of kicking their tires about," Hey, do we get on the Cheetah platform?" Yeah. What would you have to say to them?

Skyler Pace: Probably one of the biggest freeze up moments is just like, where do I start? And that's just it. Start whether it's the full path or whether it's one piece of it, each individual piece of what Cheetah Digital has to offer has moved the needle for us in multiple areas. Whether it's the SMS, whether it's the experiences, whether it's the messaging platform or the CDP, all of them connect. So it's not like you have to do all of them at the same time. It could build progressive on itself, right? But the goal here is just start. I think we're entering an environment where that type of transformation is truly inevitable and we're realizing that very quickly as an industry. Luckily, we've just been able to partner with you guys and get a head start.

Tim Glomb: Well, Skyler, this is great because you guys are a little over a year into your customer engagement strategy. You guys are clearly leading your industry. I mean, you have a zero party data strategy, which is worlds beyond what your competitors are doing. So you're already on the right foot. I can't wait to come back and see in maybe six months, you know?

Skyler Pace: Yeah.

Tim Glomb: In January of 2022, you have a new product launch. It's going to be huge. You got a lot of cool things going on there for the consumers. Always love talking to you. Can't wait to talk to you again. Any closing thoughts?

Skyler Pace: No, I don't think so. I mean, likewise, being able to work with the implementation team has been really exciting. There's a lot of stuff that we're doing that's just on the cusp of what I've seen in multiple other industries. So to be able to come into this and take advantage of some of those technological advancements that Cheetah's putting together in a really quite honestly neat package, is something that we're all really excited for here at Pure Archery Group.

Tim Glomb: Good. Well, it's great to hear. Listen, give us a call. Kick the tires, put us to task. Let us show you how our team can help you get onto the customer engagement suite, make your life easier, collect more data, activate that data and get the results of a company like Pure Archery Group. Until next time, I'm Tim Glomb, Skyler Pace. We'll see you again.

DESCRIPTION

Every platform has to prove it's worth. The Cheetah Digital Customer Engagement Suite provides as much as 20% top line revenue increases for some global brands. Pure Archery Group migrated their multiple brands to our single platform to acquire zero-party data, understand, activate and engage their audience with hyper personalization. With just over a year on the CES platform, they are having one of the most successful revenue runs in over a decade. Hear exactly how the CES gives them a competitive advantage and affords them unique solutions in times of both feast and famine.

This session is great for anyone in the marketing organization and will touch on both brick and mortar as well as ecom strategies. From a zero-party data driven approach to hyper-personalized messaging across channels, you’re guaranteed to learn a thing or two from the Pure Archery Group’s story.



 

Today's Guests

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Jeff Suiter

|PAG, Global Director of Marketing
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Skyler Pace

| PAG, Global Digital Strategy Manager
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Tim Glomb

|Cheetah Digital, VP Content