The client
Karl Tenger, founder, Alkimos Surf
Client story · Alkimos Surf · Surf retail · Alkimos, north of Perth
Too much stock, and a lot of trust to use.
How a family surf shop used the goodwill it had built over the years, a store video and SMS to clear excess stock fast.
Stock sold
3x
compared with the same period before the campaign.
The business
Family surf shop, trading since 2013
The goal
Clear excess stock
What we built
Facebook competition, video, SMS, Facebook and Instagram ads
The result
The campaign worked so well they asked to extend it.
3x
Stock sold in the same period
3 weeks
Initial campaign
+5 weeks
Extension requested to clear the rest
Opt-out
SMS list built from the shop's paper customer records
The situation
A local favourite, outgunned on price.
Alkimos Surf started with stand-up paddle boards and grew into boards and surf clothing, becoming a mainstay for surfers around Wanneroo.
But the market had changed. More competitors were selling the same or similar products, the shop didn't know how to market itself online, and it had built up more stock than it could move.
What we did
Use the trust the business already had.
Week 0
Digitise the customer list
Paper records of customer mobile numbers became an opt-out SMS list for the campaign.
DataWeek 0
Film the store
A promotional video of the shop, the stock and the family, plus lifestyle photos.
ContentWeeks 1 to 3
Run the competition
A Facebook competition with a strong offer, scarcity, a clear call to action and simple messaging.
CampaignWeeks 1 to 3
Promote it everywhere
Video and image ads on Facebook and Instagram, and SMS to past customers.
Ads and SMSTo be straight about it
Why it worked.
Thousands of customers had dealt with Karl and his wife over the years. The campaign didn't invent trust; it reminded people it was there, and gave them a reason to come back in.
Sound familiar?
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