Battling unprecedented change
BATL, the pioneers of urban axe throwing, collaborated with Clue to increase the speed of identifying and applying market insights to their media campaigns. In our time working together, BATL saw a 300% increase to monthly bookings.
BATL, Backyard Axe Throwing League, owns and manages 18 venues across the US and Canada. As the founders of the sport of urban axe, they have hosted over 2 million guests since they opened their doors.
BATL has accumulated a strong following by historically relying on digital media to generate fandom, visits, and bookings. In 2020, BATL was met with a new challenge as COVID impacted their business and the way they were measuring and optimizing media campaigns didn’t allow them to monitor and dress regional challenges with speed and accuracy.
Clue’s measurement and reporting tools allowed BATL to identify regional opportunities and competitors quickly to ensure they maximized ROI for each dollar spent on media.
The project started with a first-party data audit before our team quickly connected website bookings and on-site purchases (through their point of sale systems) to different ad environments that drove demand. Our targeted channels included search, social media platforms, and programmatic media.
We used our graph to conduct an audience analysis and noticed changes to the core consumer profile that could be addressed through creative messaging and targeting strategy.
The BATL leadership team was onboarded to Magnify and given direct access to data that helped them monitor changing markets, adapt quickly, and mitigate risk for their investments.
Even with the unexpected challenge of COVID, Clue’s performance team was able to deliver fantastic results.
Metrics that didn’t miss
With Magnify, Clue and BATL collaboratively implemented a new system to identify opportunities and achieve results. To date, BATL has improved the following:
increase in monthly bookings
increase in monthly new site visitors
return on ad spend
lower cost per booking
What We Delivered
First-Party Data Strategy and Technology Enablement
Media Partner of Record - Programmatic, Social, Search
Rich Media Creative Development
Analytics and Measurement Partner of Record
Clue and the team are a trusted partner. Not a vendor. Not a supplier. They act like and are considered an extended part of our marketing team at BATL. I know they want my business to be successful. The team is proactive, expert in their field, and always willing to ideate solutions and opportunities.