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Office Furniture Promotion | Kulik System
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Basis of Achieved Results
Segments
All potential buyers are divided into groups according to profitability, needs, and the purchasing decision-making model.
Multichannel Analytics
Considering the mix of distribution channels and methods, an end-to-end analytics system was created, which allowed for evaluating the influence of each advertising campaign on the company's final revenue.
Sales Funnel
Individual "purchase decision-making stages" with unique metrics for performance evaluation were defined for each segment.
Cascading Remarketing
Depending on the segment and the purchase stage the client is at, unique chains of remarketing ads were created to address objections and strengthen the value of offers.
Advertising Campaign Structure
Detailed visualization of the sales funnel defined key conversion points and channels for separate customer categories.
Brand Component Improvement
Increasing awareness of the value of products and offers through campaigns with unique ads, banners, and videos, targeted at fine segments of potential buyers.
Project Work
Background
Kulik Systems is an office furniture manufacturer offering modern, ergonomic solutions. The company produces products in the mid-price and premium-quality segments. A preliminary audit showed the necessity of optimizing existing advertising campaigns and changing the promotion strategy.
We needed not just to improve the company's visibility in a highly competitive market, but also to highlight the value of the products and the justification of the cost for buyers. This way, we could increase the number of sales and the average check.
First Steps
Advertising Campaign Structure
According to the analysis results, all advertising campaigns, ad groups, ads, and key phrases were divided and made unique (goals, settings, tactics, content) for each of the 8 key consumer segments and the stages of the purchase decision-making they go through, including time frames.
This allowed us to see the effectiveness of each element of the paid promotion system and ensure finer tuning, according to profitability, priorities, and considering limited budgets.
Elimination of Key Losses
The detailed structure and segmentation of all attributes of the existing promotion system in Google Ads, Yandex Direct, and Facebook Ads, showed the pattern and effectiveness of each element of the advertising campaigns in terms of its influence on associated revenue and offline conversions.
Cost and Value of a Click
After the analysis, click bids were reassigned for different key phrases, products, and audiences, depending on the profitability of each.
Budget
Based on the influence of each attribute in Google and Facebook Ads on the business's final revenue, we redistributed the budget between advertising campaigns and audiences in such a way as to get more revenue while maintaining the volume of expenditures. The approach of evaluating channel effectiveness based on multichannel sequence and associated influence on revenue helped us primarily in this.
Result
With the same budget, profitability indicators increased by 40% from the last value, and the return of all advertising campaigns was increased by 28%.
Cascading Remarketing
Unique chains of ads and remarketing communications were created for each consumer segment, capable of converting potential buyers to each subsequent stage of the funnel, depending on their purchase decision-making model. For this, the following were prepared:
A set of key points and minimum acceptable requirements by which each group of clients makes a purchase decision.
The sequence of channels through which segments interact and convert revenue best.
Defined motives, needs, and objections that arise at a particular stage for an individual client, and corresponding messages were developed in ads, banners, and video materials.
Brand Component and Work with Cold Audiences
Due to the high price of Kulik System products and the low level of trust of potential buyers in the company's brand, the company could not achieve maximum conversion at the final stages of the funnel. We developed special communication campaigns using video advertising, targeted promotion on social networks, and implementing the following points:
End-to-End Structure for Promotion Channel Management
Uniting all sales sources into a single flow with a unique set of metrics and rules for each segment of buyers.
01. Basis of the approach
Each of the 8 consumer groups uses certain channels when making a purchase decision, with a different set of stimuli and motivations.
02. Starting position
The company evaluated the effectiveness of promotion in each channel as separate, unrelated sales sources.
03. Identified losses
Due to incorrect evaluation, traffic sources responsible for user acquisition and conversion were overlooked.
04. Solution
Using end-to-end analytics, the effectiveness of each attribute and promotion channel was evaluated in conjunction with other sources.
05. Individual tactics
Individual goals, metrics, and promotion methods were defined for each channel sequence and segment.
06. Results
Optimization of budgets, triggers, and content according to the new flows allowed the company's online sales turnover to be increased by 3.5 times.
-300%
Reduction in client acquisition cost
+38%
Increase in average check due to funnel automation
х5,5
Revenue growth without increasing the advertising budget
+60%
Increase in offline sales as a result of online activities