Growth Spotlight
A Full Funnel Approach to TV Advertising
How Tecovas Blazed a Trail to Customer Growth with TV Advertising Leading the Way
Tecovas is an American retailer of cowboy boots and Western-style apparel based in Austin, Texas. Starting as a direct-to-consumer business, the company originally invested in a digital-first approach, leveraging paid search, social, and email to acquire customers. As they experienced exceptional growth with retail stores popping up across the country, they saw an opportunity to lean into TV as a mass awareness channel to help them reach new audiences that had never heard of the brand before. It was the next logical step, but their leadership team was skeptical. Could TV really be a cost-effective way to drive sales? Tecovas set out to prove it.
%
GROWTH IN SALES%
YOY GROWTH IN WEBSITE VISITORSCampaign Objectives
Boost Unaided Brand Awareness
Establish Tecovas as the go-to brand for Western boots and apparel.
Optimize Media Efficiency
Leverage TV to expand marketing efforts and reach new customers at scale.
Prove TV’s Cross-Channel Impact
Demonstrate the impact of TV to drive results across all marketing channels.
Solution
Tecovas partnered with Tatari to develop a sophisticated TV advertising strategy that balanced performance metrics with brand-building objectives. This allowed Tecovas to measure both immediate impacts, such as website traffic and retail sales, and long-term effects, like improved efficiency in lower-funnel channels.
Understanding they needed to reach their customers when they’re engaging with high impact media, Tatari helped Tecovas navigate the fragmented TV landscape to capitalize on the best opportunities across linear and streaming to drive incremental reach. This included securing placements in high-profile live sporting events such as highly sought-after NFL playoff games, NCAA college football matchups, WWE Monday Night Raw, and the MLB World Series. Additionally, Tatari helped Tecovas facilitate premium sponsorships in tentpole entertainment programs like Yellowstone, a modern Western drama that aligned perfectly with Tecovas’s brand identity, enabling organic product integrations into storylines that authentically resonated with viewers. But before they could get the budget and approval to heavily invest in these big TV moments, they had to prove to the leadership team that TV was worth it. To do so, they completely turned off their TV campaigns, and the results were astonishing.
"Nothing is as impactful and as concentrated as television. In an incredibly disparate world, television maintains a single point of communication to your audience about who you are as a brand.”
- KRISTA DALTON, CMO, TECOVAS
Results
After deciding to pause their TV campaigns, Tecovas saw the repercussions of what happens when that channel goes dark. Website visits dropped by over 20%, direct engagement plummeted, and even lower-funnel channels like Google Shopping and search saw decreased efficiency. When TV was turned back on, the brand saw an immediate resurgence in website traffic and searches. Within 6-8 months of restarting their TV campaigns, visitors acquired through television began converting into customers. The sustained impact of TV was evident not only in direct traffic trends but also in improved performance across digital channels—a clear indication of television’s halo effect. The proof of TV’s value transformed perceptions within Tecovas’s leadership team. Even the finance team became staunch advocates for increasing television budgets; a rare occurrence in marketing circles. Television now represents the fastest-growing budget allocation within Tecovas’s marketing mix, underscoring its importance as a cornerstone channel for growth. And for good reason.
Tecovas's investment in television delivered substantial results. The combination of investing across linear and streaming during the biggest TV events helped drive sustained website traffic, improved digital efficiency for better ROAS, and boosted brand recognition, with direct searches for Tecovas increasing alongside unaided awareness. In fact, their World Series spot delivered a 16x increase in visits from that one single moment - one of the best performing World Series spots in Tatari’s history. Today, TV is a core pillar of Tecovas’ marketing strategy, helping the brand hit their marketing goals while making every other channel more efficient.
“Tatari helps us be very agile with our media planning for TV. We bring them very much into our marketing team so we know that our TV strategy is laddered up to our company strategy.”
-MEGAN SMITH, DIRECTOR OF MEDIA STRATEGY, TECOVAS
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