DGTeam Evgenii

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Today we will talk about how we work with a seemingly unusual business for Dubai, although there are a lot of them on every corner

evgenii28 — Wed, 27 Sep 2023 16:23:52 GMT

We will talk about a massage salon for men with an extra service

We will also reveal interesting observations on the target audience and tell you who actually goes to the SPA and by what criteria makes a choice. You will definitely not find this on the Internet, our pure practical experience

The head of the SPA messaged us with the goal of promoting on Instagram. Previously, they had already replaced several specialists, referring to the fact that they did not attract the target audience. They got messages only from Pakistanis, Indians, Egyptians. This is the audience that has no money: most often these guys work at a construction site for $200-500

Our task was to attract people who are willing to buy an hour massage with an average check from 450AED

We have been working in the UAE market for several years, and during this time we have had more than 30 different projects, each of which faces one problem - not high-quality traffic, which we have learned to exclude and get good paying people

How it all started:

We conducted a TA analysis - and it's not just all men. We have clearly delineated them.

There are two main categories of clients: the first is those who go to the SPA for the first time, and the second is those who constantly go to a new place in search of the best. And also the third category is those who already go to one SPA and are not going to change anything, but they can be lured away, we need to show them our uniqueness, advantages, therapists, etc.

After all, when you know exactly your target audience, where they spend more time, what they like to do etc., it becomes much easier to move forward. We will write below some interests that will help you when creating advertising campaigns

We have revealed that men who go to the SPA are solvent men, entrepreneurs, civil servants, family people who are fond of sports and an active lifestyle.

You can also conduct a survey of your clients and find out exactly what they want, what they pay attention to when choosing a SPA, why they came to you, and make changes to your business based on their answers.

In the project, we only dealt with advertising on Instagram and Google Ads

We have prepared a detailed specification for the design of an Instagram account, for shooting a video for advertising. Videos show the best result in advertising.

Below you can see the example of a specification for shooting the video

Specification: shoot high-quality video up to 25 seconds

Requirements: wordless

Plot: a beautiful well-groomed therapist girl is preparing for a massage. Muted tones, relaxing music. You show interior elements, candles, towels, etc. The most important thing is to show the maximum closeness of the therapist to the man. The man is very relaxed, you can see how good and pleasant it is for him, he enjoys the process. Slow, light, erotic movements of the therapist with her hands on the man's body. The periodic languid, alluring, tempting look of the therapist into the camera. The video should have an intimate relaxing atmosphere.

Important: everything should be beautiful, not vurgally. We make photos of girls as natural as possible, we do not abuse the facet. After all, we do not work with primates, but with normal people with a decent income! No need to hire a girl weighing 100 kg and photoshop her up to 50 kg.

We collected all the necessary content, came up with interesting offers, not just discounts. Video creatives and banners were created using the provided content.

Offer different combos consisting of different services.

In SPAs, probably 90% of success is influenced by the number of therapists and their appearance. They should be girls of different nationalities and types, so to speak, for every taste. At the same time, this is one of the key difficulties of doing business.

We have prepared a website for receiving traffic. We checked that the site was equally beautiful on the computer and phone: all the buttons work correctly, analytics is configured correctly, all the girls on the site are relevant and working at the moment.

What is the budget and what results do we get

For one traffic source, for example, Instagram, we recommend a daily budget of at least 300-400 AED: with such budget, you can get 8-12 bookings per day

There are days when we spend much less than the budget and get more bookings

Google Ads requires a budget of 400-500 AED per day, as advertising is more expensive than on Instagram due to a warmer audience. According to feedback from our customers, a client from Google is more expensive than from Instagram, but the LTV of the client is much higher

People come to Google with a direct request already, while people come to Instagram just to have fun and scroll through the feed.

On average, we manage to keep the price of the reached client 50-100 AED, depending on the day of the week. On weekends we get the most customers at the lowest price

Our recommendations for achieving maximum results:

You need to be able to sell and find a common language with a potential client, and not just send a price list and location
More live content, shoot more videos. A person should soak up the atmosphere and want to come to you
Regular testing of various hypotheses in advertising is the only way to achieve some results. In this area, you will not be able to anyhow turn on advertising and wait for the result
The number of applications in the advertising cabinet means almost nothing, there can be hundreds of them a day, and all from Pakistanis and Hindus
Be unique, come up with your own tricks, make up new types of massage, sauna, etc
If you used to work in a SPA and wanted to open your own, know that you will not have the same result as at your previous job. Now is not the time when it was possible to open a business, and customers will come to you just because you are there. The competition is growing every day and you need to stand out from the rest, and not be another SPA with an extra service
It is important to understand in numbers how much we invest and how much we receive, the cost of the clients who have reached, because often we can allocate more budget if everything is calculated correctly. Everything will pay off, and thus we will be able to quickly assemble a new customer base

If your project needs a steady flow of high-quality traffic and increased sales, we, the DGTeam, know how to help you.

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We are asked to turn off advertising due to a large flow of customers

evgenii28 — Wed, 27 Sep 2023 15:49:51 GMT

Read how we promoted the Event decoration agency in Dubai

In August, we got a message with a contact of the head of the agency. She needed a marketing team to promote her agency on Instagram. During our firts Zoom-call we discussed the details of the project. We offered about 5 promotion options. And after three weeks of negotiations, we agreed on the terms and started working

What tasks were we facing?

Increase the number of requests from Instagram
Instagram page design
SMM. Full account management (posts, stories, reels)

Before

What have we done?

Analysis of the target audience (we gathered a focus group and conducted a survey of what our TA really needs). WE need to accurately understand our audience, and no one will tell us better about our audience than the audience itself
Competitor analysis. We selected TOP-10 competitors and conducted a detailed study. We identified strengths and weaknesses. Thus, we quickly find the growth areas of the company
We chose a promotion strategy. We choose the strategy based on the client's request, goals and budget
We packed an Instagram account. The logo, the design of the Highlights, the single style of the feed, the writing of posts
We developed a commercial offer that potential customers will receive. We formed offers
Design of advertising banners in photo and video formats. All banners are divided according to TA segments
Putting together and launch of advertising campaigns. Collecting service audiences. Scaling.

After

After a month of work, the agency was inundated with applications from our advertising so we were asked to stop advertising. Since the decorators could not cope with so many orders

We receive 8-10 requests daily at an average price of $3.9 per request

The screenshot shows only a part of the applications that come from advertising. There are also people who write directly to Direct every day, or those who have been following for a long time and make an order as needed

The other day we met with the head of the company and discussed scaling plans, which we will write about in the following posts, after implementing all the plans and getting the results

If your project needs a steady flow of high-quality traffic and increased sales, we, the DGTeam, know how to help you.

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Raised the awareness of the company and increased the number of applications by 4 times for the «PODRUZHKI» chain of cosmetology clinics

evgenii28 — Wed, 27 Sep 2023 15:39:27 GMT

Promotion of the "PODRUZHKI" clinic in Dubai

About the client: a chain of clinics "PODRUZHKI MEDICAL CENTER", more than 100 branches in Russia, CIS and Dubai.

Our task is to promote in the Dubai market.

In this case, we will not reveal specific figures and offers that we used and other important data by NDA

Goal: increase the number of potential clients' requests for clinic services

Solution:

working out the TA for each service
development of creatives and texts relevant to the target audience
traffic to messages in Direct
traffic to landing pages (it's nice when the client understands that there should be one landing page for one service)

Conclusions after 5 months of continuous work:

we had to test a lot of hypotheses to increase the number of requests by 4 times. As well as the awareness of the company in the Dubai market
we try to reduce the cost of the application and increase their number every month
we worked out the funnel and clearly understand which services will be pass-through, and which will go to cross-sell sales

At the moment, we continue to work further, promoting new products and services of the clinic. We connect additional traffic sources and improve performance in current campaigns.

If your project needs a steady flow of high-quality traffic and increased sales, we, the DGTeam, know how to help you.

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How we increased revenue of the beauty salon at Dubai Marina by 30% in the first month of work

evgenii28 — Wed, 27 Sep 2023 15:31:44 GMT

Read to the end and find out how we achieved the result

We often heard from potential customers - "we tried, but the target does not work for us and does not give the desired results." Today we will tell you that this is not the case and with the right approach, in the first month you can increase the revenue of a beauty salon in off-season.

How did it all start?

We contacted the head of the Paulista beauty salon on the recommendation. At that time, they were already working with targetologists and even received customer requests. But we all understand (I hope so) that applications are one thing, but you can't earn from them.

These are not the first specialists with whom she worked, usually we don't blame and hate colleagues, it's wrong, but what the guys left for us to work with is a trash... blocked accounts, it is impossible to understand what is connected to where

Since we are always focused on long-term cooperation, we understand if our work does not pay off, then what is the point of working with us.

P.S. The average LTV of working with us is ~ 12 months

Let's start in order:

So, a month before the start of work, we were in touch for exactly a month and helped the head of the salon unlock FB/INST accounts for free.

We already got, the head worked with the targetologists, the result was absolutely not satisfied... at the same time, another Google Ads specialist worked with her, they also did not achieve results there. We will write below why there was no result in all cases.
FB\INST specialists deprived her of access to the cabinet, money was spent, and there was no reporting, she had no idea how everything worked there. People wrote, but from closed accounts with the text "how much", were lost after... It is clear that they are not quite targeted, it is difficult to work in 2022 only with cold traffic
Here, the lack of results is not only the fault of specialists, because the target is an advertisement for your business, and what if there is a void in the account? The lack of content, information, elementary price reduces the conversion to a booking too much. She managed Instagram account somehow herself, without plans, etc. The picture quality is poor, there is no understanding how to shoot and take photos, but there is a vision and a desire to change everything - this is an advantag. There is no sales funnel... and understanding how to maintain an account too

Local experts offer expensive services with "collective farm" frames, "watery" texts, which did not suit her. There was also a website that was made very "inanimate"

there are no real photos of the works
there is no individual information, only general template texts
there is no application form, just a call immediately
no photos of masters - no price list

Therefore, the result is bad...

Read carefully now! We will show you exactly what we have done to achieve results

First of all, we analyze the target audience and build a sales funnel. mind map

TA analysis is the foundation from which to start. Many people mistakenly think that their audience is just all girls 18-65, and also that they must be solvent, but here's a simple question are you ready for a solvent audience? It is a mistake to wait for "rich" girls in the salon, if you simply do not have a 4-handed service to save time, or there are no high-quality examples of work in the account. You need to understand your audience, imagine, analyze. Who are these people?

We divide the audience into segments and conduct interviews with everyone to understand exactly what a person wants to get from the service. We can assume that everyone needs permanent makeup, but if we divide people into segments according to their needs, then we understand that someone needs to correct the asymmetry, and someone just needs to highlight the contour. And in this case, we show each segment exactly what it needs and that's how we get the best results.

Next, we build a sales funnel. This is a chain of communication with the audience from the display of advertising to the sale of services

Packaging Instagram profile. Since this is the main place where potential customers will come first. INST before/after

The first thing that person sees the advertising banner and then enters the profile. A big mistake is made by those who show how good everything is in advertising, but when a person enters the profile, there is a void. Bad design, there are no high-quality photos/videos, the interior of the salon is not shown, the processes of work is unseen, etc. In this case, the person immediately leaves and does not perform the target action.

We fully designed the profile, indicated our current offer in the header, built a visual of the feed, highlights with a design in the corporate style, price list, Reels, links to sign up, connected an additional services for notifying new subscribers about our offers.

Before

After

We prescribe a content plan for two weeks. Preparation of posts and stories

At first, we built a content plan for different salon services, but when the head decided to focus on hair extensions, we redesigned it with a hair bias. We prepared 15 posts for a month, from 5 stories are conducted daily, and Reels are shot. In this salon, there are problems with content. Employees have no idea how to hold the camera, remotely we are trying to help with setting the camera, setting the light.

Development of promotional offers for new customers and preparation of content for advertising

Based on the analysis of competitors, we looked at what others offer. It is important to note that if you see a competitor's advertisement in the feed, this does not mean that it works for them and people need their offer. It often happens.. everyone copies each other's offer, but it doesn't work.

To know exactly what works and what doesn't, for this we use the add. we use the services and look at how many days the advertising is working, what kind of user reaction we get, etc. And already on the basis of this data we form our proposals. Preferably from 2 to 5, since we don't know exactly what the audience will like more. After the tests, we choose the best and work on.

We prescribe the structure of advertising campaigns and upload all the prepared content

At this stage, we are working with audiences. If you already have a customer base, then we are looking for similar people based on it. We collect criteria for finding a new audience. We build a logical structure of advertising campaigns.

After the work done above, we put everything together and transfer it to the advertising cabinet (decorated banners/ videos, several text options).

Hypothesis testing and first applications

And now we come to the most important thing - it's launching test campaigns and receiving the first applications, on the basis of which we will optimize and scale our advertising campaigns to improve results.

What about the results?

In the first week of tests, we promoted several services: hair extensions, hair coloring, nails extensions

As a result, more emphasis was placed on hair extensions, since the head of the salon wants to completely switch to hair extensions

After a week of tests, we achieved a result of 4-8 requests per day. An appointment for a consultation is ~40%, which is considered a good conversion. One appeal comes out at $ 4-5. Average CTR 2.5-3%. Average CPC 0.40$

Average CTR 2.5-3%. Average CPC 0.40$.

During the month of work, we received 124 requests at an average price of $4.5. Data from already optimized hair extension campaigns

To date, on 07/14/2022, we have received 219 requests at an average price of 4.5-5$

What's next according to the plan?

As we already mentioned above, we plan to add a website to our sales funnel. We will have two one-page websites, the first one is shared, with a description of the salon, all services, reviews and other important information. The second website will only be for the hair extension service After all, there is an important rule in the development of single-page websites: 1 website - 1 product. This is done on purpose so that a person does not spray and sees only what is needed

After development of the website, we will expand the traffic sources and add Google Ads and TikTok Ads. With new traffic sources, we will be more flexible in attracting new customers. Just imagine, a person goes to Google and searches for where to grow hair. Person sees our advertisement, goes to the website and does not dare to leave a request. Leaves the website and we lose a potential client. BUT! We have a website on which there are tracking counters. What are people doing? They go to the TikTok, Insagram social networks and then we show them our advertising again, because we know that they have already visited our website, so they remember us and we show them our offer again. Perfect, not otherwise:)))

If your project needs a steady flow of high-quality traffic and increased sales, we, the DGTeam, know how to help you.

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