Kirkby White Consulting

BACKGROUND

Please describe your company and position.

I am the Exec VP of a mattress company.

Describe what your company does in a single sentence.

Therapedic is a global licensing organization that drives marketing and advertising for our licensed manufacturers of mattresses and top-of-bed products, helping them reach both retailers and consumers.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Kirkby White Consulting to accomplish?

• Reach more end consumers with the goal of increasing DTC sales of a particular mattress.
• Implement a tracking set-up for all possible advertising platforms
• Launch campaigns, ttest, monitor and adjust to achieve success
• Utilize audiences & analytics data to improve ad targeting and remarketing

SOLUTION

How did you find Kirkby White Consulting?

Referral

Why did you select Kirkby White Consulting over others?

• Referred to me
• Knowledgeable and experienced

How many teammates from Kirkby White Consulting were assigned to this project?

1 Employee

Describe the scope of work in detail. Please include a summary of key deliverables.

• Shopify Optimization - Make targeted adjustments to the Shopify store to improve overall performance and conversion potential, while working within existing company-imposed limitations.
• Tracking & Analytics Setup - Implement comprehensive tracking across all applicable advertising platforms (Meta & Google). Ensure proper event tracking, attribution, and data flow to support accurate reporting and campaign optimization.
• Campaign Launch & Management - Develop, launch, and manage advertising campaigns across Meta & Google. Continuously test creative, audiences, and placements. Monitor performance closely and make ongoing adjustments to maximize results.
• Audience Development & Remarketing - Leverage audience insights, analytics data, and customer behavior to refine targeting. Build and optimize remarketing strategies to re-engage high-intent consumers.
• Goal: Drive Mattress Sales

All activities were designed to increase traffic and conversions for a specific mattress product on our company’s e-commerce site.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

While the financial return was not what we hoped for and knew ahead of time this risk existed, the deliverables themselves were completed to a high standard. The team member and work products were thorough and he was responsive, and consistently aligned with the project goals throughout the engagement. The effort and commitment to the project were evident. 

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Items were generally delivered in line with the agreed-upon work schedule, strong communication was maintained, and the project was executed in line with the intended scope and strategy.

What was your primary form of communication with Kirkby White Consulting?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

They were hands-on, knowledgeable, and realistic in their approach. Responsive and timely.  Whereas some agencies fall on with communication after the project begins, we never felt that was the case.  They were also respectful and understanding of the limitations we put in place. 

Are there any areas for improvement or something Kirkby White Consulting could have done differently?

No, we would highly recommend James of Kirkby White Consulting and use him again should another project arise. 

BACKGROUND

Introduce your business and what you do there.

I’m an executive of eComm LLC, a pet health supplement company. We formulate, manufacture, and distribute natural non-GMO pet health supplements for adult dogs and cats, supporting their healthy bodily functions.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Kirkby White Consulting to accomplish for you?

We initially started with the management of our Google advertising.

SOLUTION

What was the scope of their involvement?

Kirkby White Consulting has started by running campaigns and fixing previous agency campaigns that were burning money. The team has given us the cold, hard truths upfront, resetting our foundation and telling us why the previous agency’s strategies were just bleeding budgets and not aligned with our actual strategic goals. Kirkby White Consulting has fixed our campaigns, which started slower than we were used to, which was tough to hear at first. However, the team has explained the importance of data mining and that we can’t properly structure campaigns without it in a competitive space.

Our company is a startup in early growth, under four years old, in a competitive space. The campaigns Kirkby White Consulting has targeted were built on creating brand awareness, retargeting, and getting in on longer-tail keywords and higher search volume without spending the big brand bucks. Moreover, our scope of work has branched out. We’ve expanded into other areas involving full consulting on our Shopify website, conversion rates, and overall e-commerce conversion building and growth.

What is the team composition?

We’ve worked with 2–5 teammates from Kirkby White Consulting.

How did you come to work with Kirkby White Consulting?

They were referred to me. I chose them because they were a great culture fit, and their company values aligned with ours.

What is the status of this engagement?

We started working with them in March 2024, and our engagement is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We’ve immediately started saving wasted marketing dollars and building data mining. We’ve increased ROI, lessened our wasted spend, and gotten more fine-tuned targeting on our keywords. Everything has become more efficient.

How did Kirkby White Consulting perform from a project management standpoint?

They always deliver on time. If there’s any slight delay, there’s a good reason for it, and it would be to better the products or projects they’re working on. We primarily communicate through virtual meetings, emails, and messaging apps.

What did you find most impressive or unique about them?

They’re great at communication, constantly updating their resources and staying up to date with algorithm shifts in the e-commerce marketplace. I couldn’t be happier. I’m grateful for the initial referral I got to Kirkby White Consulting. What’s really great is that we started in one area, and we’ve expanded all over the place, including building out our customizable shopping cart on our Shopify site. There’s not much they won’t do if you bring a great idea. They’ve been very rewarding and great to work with.

Are there any areas they could improve?

There were a few communication issues during the transition of management and administrative work. However, through the pivot and the big evolution of the company, they’ve fixed it quickly and are more efficient than ever before.