The growth pyramid
By using the Growth Pyramid, we make sure we focus on driving revenue for your business, but we also think about tomorrow by allocating 20% of your budget on Test and Learn and another 20% on new channels
1. Always On (AO)
Budget: 60%
Strategy: Optimise Best Practice execution across key channels to drive sales
Growth
AO
T&L
NU
Apply learnings to test
If successful move to AO
If successful move to AO
2.Test & Learn (T&L)
Budget: 20%
Strategy: Data driven sprint tests based hypothesis to gather learnings
3. New Channels/ Markets (NU)
Budget: 20%
Strategy: Expand into new channels, markets and projects
Each client is different
While the budget distribution over the course of a year will be 60/20/20, it will look different on a month-to-month basis and to each client, as we balance testing with your peak sales period
Strategy exemple
1. Always On (Key channels)
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Google Ads - Conversion driver, focused on products, themes and competitors
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Social Ads - Builds brand affinity, awareness and storytelling
2. Test & Learn
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Method - Tests formulated based on data backed hypotheses e.g. Audience, propositions
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Sprints - Test are run until significant results are found
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Learn & optimise - Move successful tests to Always On
3. New Markets/ Projects/ Channels
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Test - Unsaturated and high affinity channels e.g. TikTok, Pinterest
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Expand - Best practices to key markets
