Top Seedz - The Martin Group

Cracking the code of marketing profitability.

Challenge

Top Seedz, an emerging cracker manufacturer that targets health-conscious families, athletes, and outdoor enthusiasts, was intent on growing their ecommerce sales and holding their marketing spend accountable in a rapidly growing wellness-driven market, but had limited visibility into paid media performance and no attributed profitability to spend. The Martin Group helped Top Seedz address this blind spot by focusing on performance-based outcomes across leading digital media platforms.

Solution

Once our team gained access to all digital platforms, we ensured accurate tracking from all sources, prioritizing paid media. Once we had attribution established, we performed an analysis to go beyond ROAS (Return on Ad Spend) and created a custom Top Seedz POAS (Profit on Ad Spend) metric.

This custom POAS analysis factored in all marketing, operations, and product costs against the revenue attributed to paid media, providing a true profitability assessment. Our team then developed a reporting dashboard to ensure campaign performance transparency and profitability, while also giving Top Seedz a look at customer acquisition costs.

With the proper tools in place, our team prioritized driving website sales while maintaining the highest levels of profitability and efficacy across digital media platforms. Our team also leaned into key audiences for Top Seedz, including sports enthusiasts/fans, families with youth athletes, and women seeking healthy snack options for school lunches and their households.

Every month of the campaign, we were able to identify trends, opportunities for testing, and new audience segments, as we toggled budgets to optimize performance based on real-time data.

Results

Capturing high-intent shoppers through advanced audience targeting achieved and maintained profitability every month across all platforms including Google, Amazon, and Instacart. The real-time reporting dashboard provided full visibility, yielding quicker optimizations and pivots to lean into the strongest areas for increased profitability.

Our team expanded campaigns within each platform and tested newly available ad units to reach new audiences and categories (lke Amazon Prime Day), fueling upper-funnel growth and long-term opportunity. We ultimately succeeded in doubling their investment, while for the first time providing Top Seedz complete transparency into their media campaigns.