Introduction
The Client was looking to implement an online appointment setting for Beauty Clinic that would allow clients to easily schedule appointments, select the treatment they preferred and select a date and time for their appointment. Having this booking experience launched from any digital asset (website, social media, ads) was critically important.
The clinic required clients to complete intake forms prior to their booking as well as acknowledge their treatment-based consent forms, all in a digital, electronic format.
In our prescriptive analysis phase for this client, we noticed a severe lack of congruity across marketing channels, ad-hock discounts, little campaign planning and poor creative attention across every platform.
A key focus for this brand was profitability at the highest possible level… We knew that with our campaign management team, marketing specialists and growth hacking techniques there was serious progress to be made.
Planning
The business simply did not have the time, experience or resources to implement a harmonious marketing strategy. So our first action point was to plan out 3 months of proven and effective campaigns. The clinic needed analytical reporting on booking trends. This included the popularity of treatments, recognizing high spending clients or clients who hadn’t visited in a while, as well as the performance of individual stores and staff.
It made perfect sense for our team to gain control of every aspect of the brand’s marketing… Facebook ads, Google ads, TikTok ads, e-mail marketing, ad graphics creation, ad video scripting and landing page builds.
Making the marketing congruent across each platform caused an instant improvement in results. And we saw a revenue increase of over 100% in a matter of 2 weeks. Omnichannel marketing has a compound effect and each platform works more effectively when combined and budget is allocated correctly.
Leverage
After taking a broader view of the marketing funnel we noticed a huge pool of past customers that were not being leveraged. A famous law of marketing is that 80% of your sales come from 20% of your customers.
So we built out a VIP e-mail system.
A VIP system essentially segments out the top 20% of your customers and treats them with discounts, offers, new product drops and much more. This means that brand loyalty skyrockets which increases lifetime value and ultimately results in way more profit. We initiated this system just a few weeks into our partnership with this brand and the e-mail revenue jumped from 16% to 33% in a matter of days.
Scarcity
Scarcity and urgency are tools that can be implemented into most brands without upsetting your potential customers… It just needs to be used at the right time and in the right place. Audience segmentation across all platforms allows us to increase the relevancy of an offer to the potential customer. For example… We can create a list of potential customers that were extremely close to pulling the trigger on a sale and fire hyper relevant offers to them across each of our marketing channels.
Creatives
Above everything, a focus on new creatives and angles was the main driver behind this brand’s success. Developing a successful creative format was essential for us to understand where we could double down our marketing dollars. A successful creative format can be iterated on, over and over again.
The way people are consuming content has changed vividly from just a few years ago and now UGC content combined with dynamic ads are leading the charge with our results. This led us to develop our script writing team to ensure ads were extremely compelling and up to date with trends. We also built out a video editing department in order to re-use and develop more creatives from single video shoots, this reduced the cost of video production and massively increased our ad ROAS.
Conclusion
Having a clear roadmap and expected destination helps us smash deliverables when they need to be executed.
This brand struggled to escape its state of entropy and needed a clear plan of action combined with new-age marketing techniques to scale to the next level.
This brand managed to scale with a daily revenue of around $5000+, which is around $2 million annually.
Brands need to be conscious of upcoming marketing opportunities as the landscape for changes so quickly. A small shift in creative strategy and platform led us to increase this brand’s revenue and overall profitability of the business.
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