Building an Ownable Brand Position
This new positioning was then activated across a range of marketing channels, including paid digital, SEO, email, content creation, and public relations—creating a unified and elevated presence in the competitive performance-gear space.
From a creative standpoint, TBL focused on developing assets that brought Rudy’s premium, athlete-first identity to life. Homepage sliders were aligned with seasonal promotions and new product launches, while social content was built around key athletic personas like cyclists, runners, golfers, and pickleball players. Email designs were refined to match the high-performance look and feel of the brand, helping to maintain consistency and increase engagement across platforms.
In parallel, TBL reengineered Rudy’s email marketing strategy to be both smarter and more scalable. Campaigns were tested and optimized through A/B experiments on subject lines, creative, send times, and calls to action. Email cadence was increased strategically during high-conversion sales periods and tapered between promotions to maintain list health. Advanced segmentation based on personas and user behavior allowed Rudy to deliver more personalized and relevant content to its subscribers.
To support long-term automation, TBL also built and refined a suite of behavioral email flows. These included real-time triggers for welcome emails, browse abandonment, cart recovery, and post-purchase follow-up—each designed to respond to individual customer actions with timely, tailored messaging. Dynamic content modules allowed each flow to adapt based on the recipient’s behavior and product interest, further enhancing relevance and conversion potential.
