The Client
A family-run electronics retailer in Western Canada, with sales hovering around $1.7 million mark for three years running.
The Challenge
This retailer was spending 8-9% of sales on marketing, about $150k annual. The actual ad spend wasn’t the issue but how the marketing dollars were being utilized was.
Most of the budget went to local radio and newspaper, with Google and social media getting the leftover budget. There was no defined plan, no annual budget or even a seasonal strategy. Ad dollars went wherever the best deal showed up that week. (You know the ones: “Buy one newspaper ad, get the second half off!”)
As a result, extra money was being spent in slower months and there wasn’t enough coverage for the busier months.
The Goal
Break $2 million in annual sales without spending more on ads.
The Strategy
Started with the calendar. We mapped out when the store actually made its money, and where ad spend and sales weren’t lining up.
Set a smarter budget. We set marketing spend at 5% of the $2 million sales goal, with a clear cap for each month.
Flipped the mix. In year one, we moved to 60% digital and 40% traditional, using:
Google Ads
Facebook Ads
Email offers and updates
Newspaper (used selectively)
Radio (campaign-based, not always-on)
Gave the owner a “deal filter.” Local ad reps will always have a special offer. So, we built a monthly spend calendar he could check before saying yes. Good deal in a busy month? Go for it. Same deal in a slow month? No thanks. We also built in flex room, so he never felt boxed in.
Special Event. We introduced an invite-only Anniversary Sale for existing customers, a thank-you to loyal shoppers (who also happen to be the most likely to buy).
The Results
Sales grew nearly 18% and crossed $2M for the first time
Ad spend dropped by about $50,000 for the year
Buying got disciplined. No more impulse ad deals
The owner took his family on a well-earned vacation!
The Key Takeaway
Sales growth isn’t always about spending more. It’s about setting the right habits in place and spending with intention.