Furniture: Overcoming the Challenge of Reaching Class A with a Limited Budget

Furniture: Overcoming the Challenge of Reaching Class A with a Limited Budget

Reaching the target audience from the (A) class is a significant challenge, especially when the budget is limited. We faced this challenge with a client who sells luxury outdoor furniture at relatively high prices, with a budget that did not exceed $200. However, through precise strategies and comprehensive market analysis, we were able to achieve $3,166 in sales in the first month after the winter season.

Strategy and Preparation

To succeed in this project, it was essential to ensure that all details were meticulously aligned. The key to success was a deep understanding of marketing fundamentals and consumer behavior for the target audience.

We realized that one of the biggest challenges was that the business was new to the market. The Instagram and Facebook accounts were fresh, which meant that we needed to build credibility quickly with customers, especially since we were selling high-priced products.

Plan Execution

We began working on written and visual content to ensure that every detail reflected a luxurious tone that matched the quality of the products and the target audience. The strategy included:

• Designs: The designs were crafted to have a luxurious feel that reflected the product quality.
• Tone of Voice: We chose a formal and professional tone to match the target customers.
• Language: We used strong, engaging language that conveyed trust and distinction.

We also studied competitors and analyzed the products that generated the most interaction in the market, focusing on those products in our advertising campaigns.

Campaign Management

After preparation, we encountered the second challenge: the limited budget. We optimized the spending as much as possible and reduced the number of tests to maximize the use of the budget. We divided it into two campaigns:

1. Follower Growth: We allocated a quarter of the budget to increase followers.
2. Messages: We used three-quarters of the budget to stimulate direct messages from potential clients.

For targeting, we combined several factors to accurately reach the (A) class target audience:

• Geographic Locations: We targeted specific areas based on affluent neighborhoods.
• Devices Used: We focused on users of high-end devices like iPhones.
• Interests: Luxury furniture, gardens, and villas.
• Behaviors: Active shoppers and those interested in luxury products.

Seasonal Strategies

Since the client’s business focused on outdoor furniture, which is associated with the summer season, we decided to reduce advertising spending during the winter and focus on building a follower base and engagement. Once summer returned, we resumed the same strategy with a slight increase in advertising spending.

Impressive Results

Our strategy focused on achieving quick wins with continuous improvement based on daily feedback from the client. In the first month after the winter season, we achieved $3,166 in sales with an advertising budget of no more than $200.

Key Takeaways

This success was the result of several factors, including:

• Understanding the Target Audience: Aligning the target audience with the marketing content was one of the main reasons for success.
• Appropriate Designs and Tone: Reflecting a luxurious tone in every marketing element helped build trust with customers.
• Smart Budget Allocation: Focusing the budget on the right campaigns with well-set priorities contributed to better results.

Conclusion

Despite the challenges we faced in reaching the target audience with a limited budget, the precise strategy and continuous efforts to improve performance helped us achieve impressive results.

 

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