We developed a strategy to drive online growth when major advertising platforms blocked the product category.

Understanding The Challenge

Avalon Guns had a strong physical presence and until 2017 had strong website traffic. Due to a development project reducing website traffic, combined with major search engine policy updates, Avalon Guns suddenly saw a drop in traffic and subsequently a drop in conversions from organic traffic. They couldn't use advertising to level out the revenue drop due to guidelines preventing any company promoting firearms products on social media or search engines.

Our Approach

After a full analysis of Avalon Guns internal processes, website and day to day management of stock, we identified that lost sales mainly came from volume products that were accessories to firearms sold by the business. We devised a plan to build a subdomain and brand that purely sold accessories not breaching advertising guidelines. This allowed us to build a social media, PPC and website strategy to drive revenue increases and give the business an opportunity to retrieve revenue from their accessory product lines.

Capabilities Deployed

• Advertising Strategy
• Development
• Public Relations
• SEO
• Website Analysis
• Marketing Strategy
• Brand Development

Learnings From Project

This project demonstrated that when faced with platform restrictions, creative thinking around brand architecture can open new opportunities. By separating products into categories that could and couldn't be advertised, we created a path to growth that respected platform policies while still driving business results.