A skier speeding through swirling powder snow, a dynamic photo in shades of red.

+20% revenue in ski rentals through international expansion.

+20% revenue in ski rentals through international expansion.

Bayard Sport is one of Zermatt's leading providers of ski rentals and alpine lifestyle products. With several locations in town, Bayard Sport offers high-quality ski and snowboard equipment, personalized advice, and a modern test center for international winter sports enthusiasts.

 

The challenge

The Brand´s Growth Plateau

Although the campaigns have produced solid results to date, performance analysis has revealed limitations to scaling.

A significant number of bookings originated from existing brand demand. However, international potential remained untapped. Until now, marketing efforts have been purely reactive and have focused almost exclusively on areas where concrete demand already existed.

The goal

Higher Returns Through Better Budget Allocation

In order to overcome existing scaling limitations, additional growth had to be generated without proportionally increasing the media budget. The focus shifted toward acquiring new international customers and reducing dependence on brand campaigns.

 

For us, targeted international expansion was the primary driver of sustainable growth. The combination of new demand, more efficient budget allocation, and channel synergy has demonstrated that performance can be scaled far beyond existing brand demand.

Photo Portrait of Vivian
Vivian Munter
Performance Marketing Manager
A smartphone featuring a Bayard Instagram Story ad, surrounded by floating boulders against a dark gray background.

Our Strategy

The Full-Funnel-System

To drive further growth, we refined our existing campaign strategy with data-driven insights and developed a cross-channel, full-funnel system.

  • Data-Driven Expansion (UK & USA)

    Instead of taking a broad, scattered approach, we used backend data to precisely target these markets. We identified London and New York as having the highest purchasing power and tailored our communications to these source markets accordingly.

  • The Push-&-Pull-Effect

    We extended the customer journey.

    Push (Meta): We ran awareness campaigns during the pre-trip phase to spark interest in premium equipment, convenience, and Zermatt as a destination.

    Pull (Search & SEO): During the research phase, Bayard Sport was top of mind for users and dominated the search results.

  • Efficiency Shift: From Branded to Generic

    We overhauled Google's strategy completely. Using an 80/20 split, we primarily allocated the budget to generic growth keywords. Simultaneously, we built an SEO structure designed to capture brand search queries for free in the long term to avoid losing brand traffic.

The results

Bayard Logo
20 % more revenue
compared to the previous year, while the budget remained approximately the same.
Successful Market Development
Significant increase in bookings from the UK and the U.S.
Sustainable Efficiency
Reducing dependence on paid brand ads through SEO synergies.
Measurable Branding Success
60% of visitors to the test center were attracted through the social video strategy.

I saw the significant impact of the campaigns and our new strategy in the increase in bookings. We also received feedback from customers in the store who said that the campaigns led them to choose us as their sports gear specialist.

[Translate to English:]
Janice Perren
Bayard Sport
Overview of various Bayard social media posts featuring a red-pink color gradient.

FAQs: Scale Performance Marketing internationally

Through data-driven market expansion: backend data identified London and New York as the highest-value source markets, and campaigns were focused precisely on them. The result was +20% revenue on a nearly unchanged media budget.

 

Budget is moved from brand keywords to generic growth keywords – at Bayard Sport via an 80/20 split. In parallel, an SEO structure captures branded searches organically over the long term, so brand traffic is retained while new growth is unlocked.

 

Meta drives awareness in the pre-trip phase (push), while Google Ads and SEO capture the generated demand in the research phase (pull). This push-and-pull effect extends the customer journey and makes the channels more efficient together.

 

+20% revenue year-over-year on a stable budget, significantly more bookings from the UK and USA, reduced dependence on paid brand ads, and 60% of test-center visitors won through the social-video strategy.

 

Especially tourism, sports and retail e-commerce with an international audience – like Bayard Sport's ski rental in Zermatt. Wherever demand is seasonal and cross-border, data-driven scaling unlocks untapped potential.

 

Your Contacts

Get Your Performance Marketing Check Now

Do you want to know how your campaign is actually performing? Let's review customer journeys, messaging, and channels together to identify areas for improvement. It's free and there's no obligation.

 

 

Vivian Munter

Photo Portrait of Vivian
Vivian Munter, Performance Marketing Manager
Kontakt per E-Mail
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Daniela Vergud

[Translate to English:] Daniela Vergud, Growth Managerin
Daniela Vergud, Senior Digital Project Manager
Kontakt per E-Mail
Auf LinkedIn vernetzen (Open in a new window)

Let's get in touch

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