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Baxter
Hull
The Challenge:
Baxter Hull is a performance clothing and equipment
retailer based in San Francisco. Following the holiday
season, the owner realized he lacked customer development
and marketing savvy and that he was not taking advantage
of new channels, in order to effectively grow his
customer base in creative ways. Additionally, he had
a very limited budget. Baxter Hull asked Lazlo Marketing
to figure out how to grow its customer base at a minimal
cost, and help them modernize their methodology.
The Solution:
Lazlo Marketing developed a cost-effective strategy
for engaging and maintaining loyal customers. This
included extending their channel strategy to include
the web. The company launched a one-page website for
promotion and driving traffic to the store. Template-based
newsletters — with flexible, easy to update features
— were deployed, offering a variety of promotions.
Cross-promotional partnerships were developed with
vertical entities — furniture, clothing, fitness
— to expand customer reach, through product placement,
POS, and even strategically placed, contextual website
links.
The Result:
• Notable increase in store traffic
• Customer praise for exciting newsletter promotions
• Increased visibility
at partner channels — resulting in traffic to
the store
• High satisfaction in high return on minimal
dollars spent
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