NOBULL Boston, Massachusetts
“Our business has taken off exponentially with Google.”Marcus Wilson, FounderNOBULL has 10 employees.link www.nobullproject.comNOBULL sells training shoes, apparel, and accessories targeting the Crossfit market. Founders Marcus Wilson and Michael Schaeffer had their brand story down before they even knew what products they would sell. "We wanted to create products that didn't promise you're going to run faster or jump higher or do more burpees, because in the end that's bull," Michael says. "We have a saying, ‘The only thing that will make you fitter is you.' That's really clicked with our customers." And clicked they have. Since launching their e-commerce website in May 2015, Marcus and Michael have seen business grow at a jaw-dropping pace.
They credit AdWords, Google's advertising program, with helping to fuel their exponential growth. "The great thing about AdWords is you can start small enough to get quantifiable data, then invest into that success," Marcus says. "If something doesn’t work, you learn from that, too. Our success with AdWords has blown us away." Their web marketing also promotes NOBULL at brick-and-mortar events as well as in pop-up shops. Google Analytics provides a depth of information so they can build on their successes, learn more about their customers, and make course adjustments where needed. Data from Google Analytics even helps predict future production runs by providing insight into growth rates, what’s driving sales, and from where.
With ten employees and counting, NOBULL is expanding into the broader functional fitness market and launching products in more global markets. About 70% of their web traffic comes from people using mobile devices, so they plan to create an even more mobile-friendly website. They also plan to develop a YouTube channel to further showcase the NOBULL brand experience. "We wouldn't be growing this fast without the insights and help provided by Google," Marcus says. "We've gone from a startup business to a hyper-growth business in less than one year. It's mind-boggling. We have confidence in our customer-acquisition process and will continue investing into success.”NOBULL has 10 employees.link www.nobullproject.com
1A Auto Pepperell, Massachusetts
“We're transforming an old mill town into a new economy with the help of the Internet.”Rick Green, Co-founder225 employeeslink www.1aauto.comIn 1998, the Internet was just starting to rev its e-commerce engines. That gave brothers Rick and Mike Green an idea. Their dad, a retired U.S. Air Force pilot, ran a business selling classic Pontiac auto parts. "Rick thought, let's take some of his vendors and put them on this new thing called the web," Mike says. They expanded their father's catalog-based business to market a much wider range of auto parts online for a variety of makes and models. That year, the 1A Auto website rolled out and connected with car enthusiasts from coast to coast. "We built this from nothing using Google and other Internet resources," Mike says.
They've relied on AdWords, Google's advertising program, since 2000 to help customers searching for automotive products. Google Analytics helps them fine-tune their marketing strategy. "One of the great things with the Internet is the ability to measure and leverage what works best," Rick says. 1A Auto is a Google Trusted Store, which boosts shopper confidence through customer ratings and reviews. Aiming to be more than an online auto parts store, the brothers produced 3,500 car repair videos on YouTube. "YouTube helps us convey solutions to people's problems and deliver our customer service message," says Marketing Director Pasha Gavrichev. Their social media, including Google+, provide other vehicles for engaging customers. Google Apps for Work helps the office run smoothly.
1A Auto has enjoyed double-digit, year-over-year growth, with no plans to slow down. Rick says they'll continue to try new Google products to help them grow. "We're still in the infancy of how the Internet can change things," he says. The brothers recently got the green light to renovate an old paper mill site in town for their new corporate headquarters—breathing new life into the small-town economy. They employ 225 people, with plans to add 150 more jobs over three years. Says Rick, "The great part of our story is we're creating an Internet-savvy employment base here, on an old industrial site."225 employeeslink www.1aauto.com
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