About the Company
In late 2015, Pravin and Shruti, the founders of Athlos, faced a classic business problem. Athlos was still in its early days, a scrappy experiment with plans for a six-month inventory of bamboo tees. However, the inventory sold out within two months, signaling that Athlos was gaining traction and needed to be taken seriously as a business. This realization prompted Pravin and Shruti to establish branding, stock more inventory, and go all in to build Athlos.As the years went by, Athlos evolved from a scrappy experiment to a thriving business. Shruti, who had a background in advertising, played a key role in laying the foundation for Athlos’ branding, design, and communications, while Pravin focused on operations, business development, and exploring new fabrics with fabric mills. The Athlos community began to grow slowly but steadily, and as the inventory and cardboard boxes began to overflow in Shruti’s apartment, it was time to move into a proper office.
In 2017, Athlos set up its office in a two-bedroom apartment located in an old building in the suburb of Mulund. Since then, a lot has changed, and the team at Athlos has grown from two founders writing handwritten notes to users to a team of seven or more individuals who work tirelessly to keep the business running smoothly. Despite the growth, what has remained constant is the support and engagement of the Athlos community. Users continue to actively provide feedback and help Athlos improve its products.
Over the years, the firm has introduced several key products, including the popular 4 pocket running shorts, period underwear, and a Merino wool base layer that works even in tropical climates. Athlos is committed to minimizing its environmental impact and has been a work in progress in this regard. Since June 2020, the company has taken steps to reduce waste by skipping plastic and shipping orders without extra tags, invoices, and content that often end up in the trash.
Pravin and Shruti’s vision for Athlos has come a long way since its early days as a scrappy experiment. With a growing team, a loyal community of users, and a commitment to sustainability, Athlos continues to make strides as a respected brand in the athletic apparel industry. The journey has been challenging but rewarding, and Athlos remains focused on delivering high-quality products while minimizing its environmental footprint.
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Challenges faced by Athlos
Athlos faced several challenges in their SEM efforts, including low return on ad spend (ROAS), ineffective ad creatives, disorganized account structure, inventory management issues, and lack of continuous optimization. However, they implemented several solutions to overcome these challenges and improve their SEM performance.
Athlos realized that their bidding strategies, ad placements, and ad copy were not yielding the desired ROAS. They conducted a thorough analysis of their SEM campaigns and made data-driven adjustments to optimize their ROAS. They refined their keyword targeting, adjusted their bidding strategies based on performance data, and implemented effective ad scheduling to maximize their return on investment.
Athlos understood that their ad creatives needed a refresh to be more appealing and engaging to their target audience. They conducted market research to understand their audience’s preferences and expectations, and used this insight to create fresh and innovative ad copy, visuals, and calls-to-action. They also conducted A/B testing to identify the most effective creative elements and refined their creatives accordingly.
Account Consolidation and Optimization
Athlos had multiple SEM accounts that were disorganized and poorly structured, resulting in inefficiencies in managing and optimizing their campaigns. They streamlined their SEM accounts by consolidating them into a single, well-organized structure. They implemented consistent naming conventions, organized their campaigns and ad groups, and optimized their keyword targeting and bidding strategies across all accounts.
Inventory Management System
Athlos faced inventory management issues, resulting in out-of-stock situations and a poor customer experience. They implemented an inventory management system that allowed them to effectively track and manage their stock levels across all their platforms. They set up automated alerts for low stock levels and implemented replenishment strategies based on demand forecasting.
Continuous Monitoring and Optimization
Athlos realized that continuous monitoring and optimization of their SEM campaigns was crucial to achieving optimal performance. They established a process of regular review of performance metrics, conducted keyword analysis, and made data-driven adjustments to their bidding strategies, ad placements, and ad copy. This allowed them to identify and address any performance issues proactively and optimize their SEM efforts for maximum results.
Overall, Athlos’ solutions helped them overcome their SEM challenges and improve their ROAS, creative effectiveness, account management, and stock management. These optimizations enabled them to achieve their marketing goals and drive revenue growth through their SEM efforts.
Athlos, a fast-growing e-commerce brand, faced significant challenges with their SEM efforts, including low ROAS, ineffective creatives, account scaling issues, and stock management challenges. To address these issues, they sought the expertise of Savage & Palmer, a renowned digital marketing agency specializing in SEM.
Data-Driven Approach for Optimal Bidding and Ad Placements
Savage & Palmer conducted a thorough analysis of Athlos’ SEM campaigns and implemented a data-driven approach to optimize their bidding strategies and ad placements. They refined their keyword targeting, adjusted bidding strategies based on performance data, and implemented effective ad scheduling to maximize their return on investment.
Revamping Creatives through Market Research and Audience Alignment
Savage & Palmer also revamped Athlos’ creatives through market research and audience alignment. They conducted research to understand their target audience’s preferences and expectations, and used this insight to create fresh and innovative ad copy, visuals, and calls-to-action. Through A/B testing, they identified the most effective creative elements and refined their creatives accordingly.
Effective Account Scaling Strategies for Market Expansion
Athlos had multiple SEM accounts that needed to be consolidated and optimized. Savage & Palmer streamlined their accounts into a single, well-organized structure, optimized their keyword targeting and bidding strategies, and ensured consistent performance across all their campaigns. This enabled Athlos to capture new markets and expand their customer base.
Implementing Inventory Management Solutions for Stock Optimization
To optimize stock availability and replenishment, Savage & Palmer implemented inventory management solutions. They tracked inventory levels across all platforms, set up automated alerts for low stock levels, and implemented replenishment strategies based on demand forecasting. This helped prevent out-of-stock situations and ensured a seamless shopping experience for customers.
Regular Performance Reports for Monitoring Progress
Throughout the process, Savage & Palmer provided regular performance reports to Athlos, showcasing the improvements in key metrics such as ROAS, CTR, conversion rates, and stock availability. They established a process of continuous monitoring and optimization of Athlos’ SEM campaigns, making data-driven adjustments to bidding strategies, ad placements, and ad copy.
Overall, Savage & Palmer’s expertise in SEM proved invaluable in resolving Athlos’ challenges. Their data-driven approach, creative revamp, effective account scaling strategies, and inventory management solutions led to significant improvements in Athlos’ SEM performance. As a result, Athlos was able to achieve better ROI, higher CTR and conversion rates, and improved stock management, driving revenue growth and overall business success. By entrusting their SEM efforts to Savage & Palmer, Athlos was able to focus on the bigger picture of growing their business while leaving the technicalities of SEM management to the experts.
Savage & Palmer took a data-driven approach to optimize Athlos’ SEM campaigns. They conducted a thorough analysis of Athlos’ existing campaigns, identifying areas for improvement. By leveraging advanced analytics tools, Savage & Palmer identified the most effective keywords, ad placements, and bidding strategies, resulting in improved ROAS and profitability for Athlos. The optimized SEM campaigns led to increased visibility, higher click-through rates (CTR), and improved conversion rates.In addition to optimizing the campaigns, Savage & Palmer revamped Athlos’ creatives to ensure they were compelling and resonated with their target audience. They conducted extensive market research to understand the preferences and interests of Athlos’ target audience. Based on the insights gained, Savage & Palmer developed new ad copy, visuals, and calls-to-action that were highly relevant and engaging. The revamped creatives led to higher CTR, improved ad performance, and better brand positioning for Athlos.
Furthermore, Savage & Palmer implemented effective strategies to scale Athlos’ accounts and capture new markets. They streamlined the account structure, optimized ad relevance, and implemented smart bidding strategies. These efforts resulted in increased visibility and reach, leading to higher traffic and improved performance across all accounts. Savage & Palmer also provided ongoing account monitoring and optimization, ensuring consistent performance and better account management for Athlos.
In addition to the SEM campaigns and account scaling, Savage & Palmer also addressed Athlos’ stock management challenges. They implemented inventory tracking tools, automated replenishment strategies, and integrated inventory management across multiple platforms. This helped Athlos optimize stock availability and replenishment, ensuring they had the right products in stock at the right time. The improved stock management resulted in increased customer satisfaction, reduced stockouts, and better overall inventory management for Athlos.