Case study - promotion of a cosmetologist (lip augmentation). 315 leads for $0.59. About 30 new clients in 1 month. Revenue from advertising - $ 6200
Daria Volchkova
About the project:
At the end of March I was approached by a client - a beautician from city 1 (population about 500 thousand people). One of the key features - the beautician is not just took a course, and has a lot of experience.
What is very important - the client has higher medical education and more than 10 years of experience. That in the field of cosmetology, where the work is directly related to beauty and face - is of great importance.
The beautician also has an appointment in city 2 and comes there periodically. The experience of working with advertising has already been and quite a lot. But the time and desire to be constantly engaged in advertising was not. It was necessary to delegate the promotion and improve the results. For the client, speed was important. Therefore, after discussion we went to work almost the next day.
What is very important - the client has higher medical education and more than 10 years of experience. That in the field of cosmetology, where the work is directly related to beauty and face - is of great importance.
The beautician also has an appointment in city 2 and comes there periodically. The experience of working with advertising has already been and quite a lot. But the time and desire to be constantly engaged in advertising was not. It was necessary to delegate the promotion and improve the results. For the client, speed was important. Therefore, after discussion we went to work almost the next day.
The main task was to improve the figures, increase the number of requests and subscribers. Initially, we ran it through that the field of cosmetology (specifically the lip augmentation procedure) - has a long cycle of the deal. According to observations, some girls after the first request in Direct - signed up and come for the procedure from 2 to 6 months. The client understood that this is also a long-term work and it is very important to have the right answers in Direct, maintaining a profile, posts and regular postings, which show expertise and close objections. There are a lot of them in the field.
Work Stages:
- analysis of the target audience
Analysis of the target audience is best done on the basis of a survey of the audience (those who have already bought and those who are just about to buy). When (most often) there is no such a possibility and time is limited, the analysis of the target audience is done on the basis of customer feedback, forums and otzoviks.
Testimonials are a treasure trove of useful information. Girls who are at the stage of making a decision - often look for reviews on the Internet about the procedures, read the experiences of others. This is all most often read and broadcast on these otzoviks (Irecomended, as the most popular). There you can read not only about the final feeling of the procedure and the result. But also important things such as: what is the segment of the audience, what made them want to increase their lips, what fears the girl faces and what results she wants to get.
From the same ways I often write out for myself cocktail phrases of the audience to talk to them in the same language.
2. Analysis of competitors
An important step before the launch of advertising is also an analysis of competitors. And it does not do it in order to copy their ads. Just the opposite - to see what occurs more often, to analyze how it works and remove from the competition. Do not do the same.
An important step before the launch of advertising is also an analysis of competitors. And it does not do it in order to copy their ads. Just the opposite - to see what occurs more often, to analyze how it works and remove from the competition. Do not do the same.
3.Advertising account audit
In addition to this work on the analysis of advertising and indicators in the advertising cabinet. Why spend money on retesting, if you can draw conclusions from past runs and keep them in mind.
In addition to this work on the analysis of advertising and indicators in the advertising cabinet. Why spend money on retesting, if you can draw conclusions from past runs and keep them in mind.
4.Making the strategy.
The entire strategy is packaged in 2 mind maps where all the marketing work is done. It is very important not to forget about this map, and come back and add to it during work.
All the preparatory work takes 3-4 days (along with the creation of advertising layouts and launch). These few days of preparation allow you to get quality applications faster at a cheaper price.
In the field of cosmetology is very powerful word of mouth. If a girl has a lip augmentation, she liked it all - she will definitely recommend the beautician to her friends. But this is not a very systematic way. Much more predictable way - start targeting.
From the first advertising layouts and texts we hit the right audience and began to receive applications at a good price.
Initially, advertising was launched in two cities - city 1 and city 2. And most of the applications came from city 2 - and became a waiting list. Therefore, most of the advertising budget was redirected to city 1, where he works beautician.
The entire strategy is packaged in 2 mind maps where all the marketing work is done. It is very important not to forget about this map, and come back and add to it during work.
All the preparatory work takes 3-4 days (along with the creation of advertising layouts and launch). These few days of preparation allow you to get quality applications faster at a cheaper price.
In the field of cosmetology is very powerful word of mouth. If a girl has a lip augmentation, she liked it all - she will definitely recommend the beautician to her friends. But this is not a very systematic way. Much more predictable way - start targeting.
From the first advertising layouts and texts we hit the right audience and began to receive applications at a good price.
Initially, advertising was launched in two cities - city 1 and city 2. And most of the applications came from city 2 - and became a waiting list. Therefore, most of the advertising budget was redirected to city 1, where he works beautician.
The main strategy that was chosen was messages in Direct. Previously, advertising was mainly for subscriptions. So we got more subscribers, who warmed up and then signed up for the procedure. And most of the applications came from city 2 - and became a waiting list. Therefore, most of the advertising budget was redirected to city 1, where the beautician works.
Results:
- Realized - $187.17
Received - 315 applications
Average price per application - $0.59
Received - 234 subscribers
Conversion into subscriptions - 10,2%
The price for 1 subscriber - $ 0.80
The main question is how many entries and what was the profit?
Answer:
Answer:
Without advertising to a site where you can track ads through analytics services - the exact result is always hard to tell. It's not always clear where the client came from - search, targeting or advice.
But if you count the numbers - out of 52 new entries for April and for May. Approximately 60% from targeting. The rest of the entries are grammatical profile management, packaging and recommendations.
60% of the 52 are 31 new entries. The average check - about $ 200
31* 200$ = 6200$.
Total - sales from the targetet about $ 6200. This is not a net profit, remember the cost of materials, rent, wages, advertising budget. But it's a great addition to the already unstable ways of attracting customers.
The ROI is 3840%.
But if you count the numbers - out of 52 new entries for April and for May. Approximately 60% from targeting. The rest of the entries are grammatical profile management, packaging and recommendations.
60% of the 52 are 31 new entries. The average check - about $ 200
31* 200$ = 6200$.
Total - sales from the targetet about $ 6200. This is not a net profit, remember the cost of materials, rent, wages, advertising budget. But it's a great addition to the already unstable ways of attracting customers.
The ROI is 3840%.
Screenshot from the advertising account
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