Managing four brands under one roof
Whether people like to climb mountains, dive deep into the oceans or lounge by the pool, The Simply Group (TSG) has just about everything people need to enjoy their time outdoors. Through its four brands—Simply Scuba, Simply Swim, Simply Beach and Simply Hike—the company offers a wide array of products to outdoor enthusiasts across the United Kingdom.
“One of the most unique things about working for The Simply Group is that each of our brands has a very distinct customer base,” says Sally Allsop, Head of Marketing for The Simply Group. “That makes an interesting challenge for the marketing team. At one moment, we could be putting together a piece about very expensive bikinis, then at the next, switching to think about what a 40-year-old male scuba diver wants to see in an email.”
Simply Scuba, one of the most well-known brands for scuba gear in the United Kingdom, tends to attract men over the age of 35. Simply Beach focuses on designer swimwear and beachwear for women, while Simply Swim carries competition swimwear, swim training aids and everyday swimming costumes for the entire family. Simply Hike, the company’s newest brand, offers clothing, footwear and equipment for every level of hiker, from families planning a fun camping trip to experienced trekkers aiming to spend several days scaling an icy mountain.
TSG customers may visit the flagship store in Faversham to inspect scuba equipment or try on swimwear in person. But many customers shop at TSG’s e-commerce sites, which makes search advertising a key part of TSG’s marketing strategy.
When Allsop joined TSG, search marketing was performed manually and there was little reporting or data available to inform marketing decisions. The company’s marketing team needed to make sure TSG was getting the most out of its advertising budget.
“A lot of decisions about keywords, campaigns and ad copy were made on gut instinct, instead of facts or testing,” says Allsop. “I decided that we needed to find an advertising platform that would automate processes and help us make decisions based on analytics.”
After comparing several platforms, TSG decided to implement Adobe Advertising Cloud within Adobe Experience Cloud. Adobe Advertising Cloud Search uses Adobe Sensei, Adobe’s artificial intelligence and machine learning technology, to accurately forecast campaign performance and optimise spend levels.
“Adobe seemed superior to the competition in terms of functionality, but we were also attracted to Adobe for its full-service engagement,” says Allsop. “As a small team, we needed expertise if we wanted to get the most from our investment quickly. Working with Adobe, we started seeing strong returns on our search advertising within the first six months of engagement.”