The Genie Goals Story
Back before Genie Goals was born, parent company Genie Ventures was investing heavily in paid search (PPC) to grow its own brands – particularly Crowdstorm, the original cell of its successful Genie Shopping Network.
With its PPC investments as high as six figures per months the frequent question was, “How can we find a better way than traditional agency models to run paid search campaigns?” It soon became clear that investing in its own proven tech team was the right thing to do: build an in-house, algorithm-based smart technology to optimise its own paid search campaigns.
Over time it created an algorithm that consistently delivered outstanding results in-house, so trialled the technology (lovingly dubbed ‘Clarence’) and methodology on one of its retail clients, Amara Living. The results were outstanding and Genie knew it was onto something special. It decided to package Clarence and take it to market as a performance paid search agency dedicated to the retail sector – and Genie Goals was born.
The proposition was super strong: Genie was so confident in its technology that it even included a paid-on- performance option from the outset.
Business strategy director Luca Senatore was brought in to grow the Genie Goals business in May 2012. There was no marketing budget, no media pack, no big track record or flashy promo material: just a massive belief that the tech and methodology were (and still are!) the best on the market in terms of driving sales to retailers – that and a fantastic team with the firm confidence that, no matter what, they’d made it work.
Luca knew the right approach to business development here wasn’t the classic ‘pushy sell’. Instead Genie Goals went for a much softer, super-consultative approach. It gave away its knowledge by speaking at key events and provided free real-value audits to potential clients; while ensuring every new member of the team was trained in-house as a PPC superhuman that could provide fantastic service and performance to its clients.
While its client roster was growing steadily, Genie Goals needed to get to its core target market: retail businesses investing a minimum of £20k per month on media. The first big win was Bags Etc, which added a lot of credibility to the brand with its 80+ stores across the UK. Other leading retailers followed: Luca knew they had a winning pitch when, after a three-minute call with Hughes Electrical after emailing them a proposal document, they concluded the talk with: “Wow! We’re in!”
The next big milestone was winning the Calvin Klein account – and more importantly completing the trial period and seeing them extending the contract from the UK into Europe. Genie Goals has since completed two SEO audits for them too, with Calvin Klein remaining a strong client for whom its doing an incredible job. Only NDAs keep Genie from discussing other massive accounts on which its delivering massive value and outstanding results.
Now Genie Goals seems to win new clients after every event it speaks at: to the names above you can add Dwell, Polarn O Pyret, The Conran Shop, Shinola Detroit, Naked Wines, Cafe Direct and many more. The core Genie Goals paid search team will grow to 20+ by the end of 2016 from a handful in 2012. It’s in a very good place.
But there’s so much more to achieve: more tech progress, more clients, better processes – and to ultimately be recognised as the best tech-led paid search agency for retail on the planet. It’s an exciting path strewn with many challenges, but Genie Goals has proved it will always find ground-breaking solutions to overcome them.