We’ve handled digital marketing for high-end piano dealerships across the country. The quality and craftsmanship of their hand-made pianos spoke for themselves, but finding qualified buyers without a substantial budget was like finding a needle in a haystack.
Targeting
As if our task wasn’t challenging enough, targeting parameters and useful insights became increasingly scarce following Facebook’s Cambridge Analytica scandal. With this in mind, we knew our options were limited, and we had to do something impactful.
To combat our diminishing options, we ran A/B tests that compared engagement-oriented metrics gathered from ads targeting the following audiences:
- Custom Audience (Email Subscribers)
- Custom Audience (Page Followers)
- Lookalike Audience (Email Subscribers)
- Lookalike Audience (Page Followers)
We used results from previous campaigns as a benchmark, so we had a point of reference to work from, which allowed us to properly assess the information we’d later collect.
Creative
We’ve found the best way(s) to promote big ticket items like this is with seasonal sales events. You’ve probably noticed the same with other big ticket items like cars, mattresses, appliances, etc. Because the sales were for a limited time (leveraging the sense of urgency), and the quality of the product was irrefutable, we decided to keep our messaging as concise as possible.
Results
After taking the proper steps towards fully-scaled optimization, we were able to build the perfect groups of audiences. This led to anywhere from 7 to 25 qualified leads per event. With our client’s sales team’s approximate conversion rate at 10%-20%, this meant 2-5 sales per event – yielding profits many times over the allotted advertising budget – a huge success!
