How smart brands scale spend without launching new products

If you’re trying to scale spend on either a campaign or a product… then I’ve got an idea for you.

It’s a simple way to squeeze more revenue from a product by “repositioning” it.

We’ve used this approach with many of our clients to lower their CPAs and create enough room to scale up.

Let me walk you through how it worked for one brand.

This brand only sells one product, which is resistance bands.

A few months back, we hopped on a strategy call with their team.

At that point, we had already pushed deep into the core gym-goer audience.

And while it had done well, there wasn’t much more room to grow there.

So we asked the client, “Do you plan to launch any new products?”.

And the founder mentioned he was considering adding Pilates home equipment.

That one line gave us an idea…

What if we reposition the resistance bands as Pilates gear for home workouts?

To test it, we launched a Shopping campaign with titles and images tailored to Pilates.

The early signs looked promising.

Even without a dedicated landing page, the campaign started generating sales.

But after a while, the spend plateaued.

Performance was decent, but we couldn’t push more budget into it without breaking our margins.

Still, we knew the angle had potential. There was demand.

And we were confident there was still a bigger audience we hadn’t tapped into yet.

But we needed to make the funnel more efficient to support a larger scale.

And the first place we looked at was the landing page.

We’d been holding off on creating a dedicated one until we had enough proof this angle deserved it.

But now, we had it.

So we built an entirely new landing page, tailored specifically for the Pilates audience.

That one change made a massive difference.

The page converted much better, dropped our CPAs, and gave us enough efficiency to scale.

In 6 weeks, we doubled both spend and revenue from this angle.

The thing is…

All we changed was one part of the funnel.

It shows how much scale you can unlock by optimizing one piece of the customer journey.

But the insight I want you to take from this is not “build a dedicated landing page.”

You probably know that already.

The bigger takeaway is this:

Your products have way more “range” than you think.

You’ve likely nailed the angle for your core demographic. But what about the others?

If you’re selling a product that fits multiple use cases or solves different problems…

Chances are, it can speak to entirely new customer segments.

And I bet there’s a lot of revenue you’re missing out by not going after those.

For brands with a big catalog, I think it’s worth zooming in on your bestsellers.

There’s probably more juice left to squeeze there.

For brands with smaller product lines, this becomes even more critical.

Because a new angle can stretch the reach of your existing products without new SKUs.

But to get the most out of it…

You need to support that angle with the right optimization, like building a dedicated landing page in our case.

Jackson

Founder and CEO of Echelonn.

How we can help:

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