How a beauty salon can recoup 9 times its advertising costs in 1 month
I was approached by a client who owns a Lash Lab in Dubai.
He had no previous experience in running targeted advertising. I was required to launch promotion of the Standard and Premium training programs, as well as to attract clients for eyelash extensions, a direct service of the salon.
CHALLENGE
with the help of advertising in Instagram and Facebook to get applications for training and eyelash extension service
- set up analytics of advertising campaigns;
- optimize advertising - bring advertising indicators to ideal values.
COMMUNICATION FEATURES
The customer was 3,900 km away from me and wanted to actively participate in the promotion work. I provided such an opportunity - a daily report on the results in Viber.
KEY DECISIONS
1. Courses cost $817 (300 AED) for the Standard program and $1,080 (4,000 AED) for the Premium program.
I developed a sales funnel and a traffic map. The decisive stage in promoting the courses was a lead magnet - a free master class where the girls understood the value of learning.
Properly set up advertising and sales content guaranteed an application that went into the client's CRM system.
The client's main one-page website was additionally used to promote eyelash extension services.
2. I offered to prepare bilingual ads, as Dubai is a multicultural metropolis. The client agreed, despite the increased advertising budget.
Thanks to my knowledge of English, I prepared banners and set up advertising not only for Russian-speaking but also for English-speaking audiences.
As a result, the ads were seen by twice as many potential clients.
ADVERTISING BANNERS
Livedune, Popsters, AdobePhotoshop.
They helped to create creative banners and to attract
attention of the audience.
SALES FUNNEL AND TRAFFIC MAP
THE PROBLEM
In the process, a difficulty arose: some requests came into the CRM system with a phone number that could not be reached.
Because of this, the customer could not process such requests and lost clients.
In the UAE, 70% of the population are emigrants. Therefore, they left their contacts as it was customary in the countries,
To avoid losing some customers, I added a hint to the capture form: the international code of the phone number.
RESULTS
- 30 applications for eyelash extension service. Advertising brought 351 clicks to the site. Cost per click - 0.48$ (1.75 AED)
- 20 requests for a free master class. Advertising brought 324 click-throughs to the site. Cost per click - $0.54 (1.97 AED)
- 5 applications for training.
A client invested $650 in targeted advertising. These investments brought income of over $6,000.
Thus, the advertising paid off 9 times (ratio of income to expenses).
From the customer's audio message:
9 people are now in the master class
and they already want to buy the course!
ADVERTISING OFFICE + DATABASE OF REQUESTS FOR MC
MASTER CLASS PHOTO REPORT
