KETCHUM, ID- Today DECKED, the 100% American made, in-vehicle storage solution for trucks and vans, announced a strategic partnership with Audience Sherpa to expand their direct to consumer communications strategy. This includes a focus on audience development to increase the number of known contacts in DECKED’s database while personalizing data-driven messaging across email, sms and through remarketing channels.

Greg Randolph, VP of Marketing at DECKED, explained the strategic partnership as a crucial element to the brand’s market research efforts and increasing need to effectively communicate via direct to consumer messaging. "We serve a wide range of consumers looking for the absolute best storage and security options for their vehicles. In order to effectively match consumers’ needs with our best-in-class product lines you need to understand the consumer on an individual, one to one level. Then you have to match your solutions to their specific need to convey the value. Audience Sherpa has mastered this ‘gather then deliver’ messaging process allowing us to understand our audience and personalize our offerings at an individual level. And they can do it at scale."

Audience Sherpa is the outdoor industry’s only audience development firm specializing in collecting zero-party data to understand an individual consumer’s needs and desires. They collect that information while building brand-owned databases that can deliver personalized journeys via owned email and sms channels. They also deliver up to 8x more efficient advertising on platforms such as Facebook and Google using this consumer data. Founder Tim Glomb describes the core value of their service as a competitive differentiator that empowers brands to own their direct to consumer conversations. "Marketers are spending an enormous amount of energy trying to outsmart their competitors with better ad creative, yet 77% of Americans will make purchases from a brand’s emailed offer. And email, an incredibly low-cost channel, beats paid banners or sponsored social posts by near 200%. Brands need to ask their consumers questions, store the answers on an individual level and make truly personalized offers via owned channels such as email and sms. Renting generically targeted ads month over month, just like your competitors do, isn’t sustainable these days and doesn’t differentiate you in any way. You need to own your audience and get conversational with your consumers matching your products to their needs. You can also bring that consumer data back to the walled gardens to create more personalized ads with lazer-focused creative and targeting criteria to exponentially increase your ROAS”.

The partnership’s first engagement rolled out in July 2020 allowing DECKED to gain crucial consumer insights ahead of a new product launch and help shape the go to market strategy. Greg Randolph explains that process as “incredibly eye opening.” He adds, “In 4 weeks were able to identify tens of thousands of potential customers who confirmed their need for the new product while telling us exactly why and how they would use it. We also learned which channels each consumer preferred when purchasing their truck accessories. Now we simply need to match our unique offers back to them with the right creative based on their responses. It’s like having ten thousand individual conversations on a dealer floor. It just gets us closer to the customer”.

Check out their current in-market campaign here and sign up to experience a personalized email and offers based on your needs. This campaign is enjoying a remarkable 73% open rate average with entrants to date.

About DECKED

DECKED is an in-vehicle storage solution giving you full use of your truck bed or van. Two full-length drawers offer weatherproof, secure storage for all your tools and gear while retaining a true 2000 lb payload. DECKED is made from UV and weather resistant 100% recycled High Density Polyethylene (HDPE) and a steel subframe. 100% made in America. Our mission at DECKED is to "Work Smarter, Play Harder. Learn more at https://www.DECKED.com

About Audience Sherpa

Audience Sherpa builds, manages and engages consumer databases for brands, events and media companies across Outdoor, Beverage, CPG, Entertainment, Esports and other industries. By offering clients strategy, technology and labor services, Audience Sherpa measures and converts brand marketing efforts into highly contextualized consumer databases that inform product development, go to market strategies and ultimately trackable revenue by using personalization and data-driven messaging across social, paid media and owned media properties. More at https://www.audiencesherpa.com/

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