Tim Hershberger

marketing Strategist & Automation Expert

Hammer Made

From Post-Pandemic Struggles to a Thriving Omnichannel Brand

The Challenge 🚨

Hammer Made, a high-end menswear brand known for its limited-edition shirts, faced a major challenge after COVID-19 decimated mall traffic. With its primary revenue stream disrupted, Hammer Made needed to pivot towards a strong online presence while also preparing for the return of in-store shoppers.

Plummeting Mall Traffic: The pandemic significantly reduced foot traffic, impacting in-store sales.
Lack of Online Presence: Hammer Made had limited digital marketing initiatives and no strong online sales strategy.
Customer Hesitancy: High-end menswear purchases require a tactile experience, making online conversions a challenge.
Inventory Challenges: Imbalances in product sizing and inventory led to inefficiencies in sales.

I was brought in to develop a robust digital strategy that not only helped Hammer Made recover but positioned them for sustained growth in both e-commerce and retail.

The Strategy 🎯

A Two-Phase Growth Plan

I designed a two-phase strategy: first, aggressive online brand-building to replace lost in-store revenue, followed by a seamless omnichannel experience to maximize the post-pandemic retail recovery.

Step 1: Rebuilding the Brand & Driving Immediate E-Commerce Growth

Built a segmented, behavior-based email marketing strategy that increased email revenue by 30% in the first three months.
Launched abandoned cart sequences, post-purchase follow-ups, and VIP loyalty campaigns, boosting customer retention rates by 20%
Launched a New Customer Journey for Online Buyers: Implemented personalized product recommendations based on past purchases, driving a higher average order value (AOV) and repeat purchases
Created a "First-Time Buyer Offer" campaign, capturing thousands of new leads through targeted social and Google ad campaigns.

Paid Media Expansion – Social & Search Ads:

Scaled Google Shopping Ads and Facebook/Instagram retargeting , driving a 3.2X return on ad spend (ROAS)
Developed lookalike audiences to target high-intent shoppers, resulting in a 40% increase in online conversion rates

Direct Mail for High-Value Customers:

Launched a direct mail campaign, targeting affluent regions where we knew Hammer Made’s ideal customers lived.

Phase 2: Bringing Customers Back to Retail Locations

Reintegrating Branding for Mall Traffic & Local Targeting: As foot traffic returned, we strategically reinforced Hammer Made’s premium branding through localized campaigns
Targeted geo-based digital ads drove in-store visits, leading to a 110% increase in holiday mall traffic YOY
Billboards, Radio, and Direct Mail – Driving Local Engagement: Leveraged iHeart Radio & localized billboards in high-income areas, positioning Hammer Made as a go-to premium fashion brand

Phase 3: SMS – A Game-Changer for Customer Retention

Implemented SMS Marketing with Attentive– With email inboxes becoming saturated,
SMS proved to be the most powerful engagement tool
5X Higher Open Rates than Email– SMS campaigns delivered instant engagement, driving
same-day in-store and online purchases
Automated Drip Campaigns & Personalization- We built automated SMS flows for:
- New customer onboarding - (welcome series with an exclusive offer).
- Abandoned cart recovery - (recovering up to 20% of lost sales).
- VIP early access to sales - (increased repeat purchase rates by 30%).
- Location-based in-store promotions - geo-targeted messaging sent when customers were near Hammer Made retail locations).

The Results 📈

This multi-layered SMS approach helped Hammer Made maximize customer lifetime value, increase AOV, and drive repeat visits in both online and physical stores.

🔥Exceeded E-Commerce Revenue Goals: 2021 became Hammer Made’s highest-performing year in online sales, surpassing all revenue targets

🔥Mall Traffic Surpassed Pre-Pandemic Levels: Foot traffic rebounded

stronger than expected, thanks to a localized marketing approach

🔥30% Increase in Email & SMS Revenue: Personalized automations and SMS retargeting

re-engaged past customers and boosted sales

Key Takeaways 💡

Hammer Made turned a retail crisis into an opportunity by embracing a full omnichannel marketing transformation. The brand is now positioned for long-term success with a repeatable digital strategy that ensures continued e-commerce and in-store growth.

Testimonials

Powerhouse Marketer, Outperformed our Goals!

I reported to Tim as a graphic designer/marketing coordinator for a year, and learned more about operating and being successful in the marketing world than I did in four years of college. His attitude, ability to brainstorm and dedication to getting the job done add up to be a powerhouse of a marketer. Paired with his care for each project and person on the team, we were able to outperform our goals. Tim was an incredible coach and mentor, and will always be the first person I’d recommend for contract work!