How We Built a Custom Ecom Site From Scratch, Then Scaled It To a ROAS of 11.3 in 2 Months!
We were approached to build a custom online Farmers’ Market that could host over 600+ individual stallholders with a near-impossible timeline and then create the marketing campaign to make it profitable within a month. Here’s how we did it with the power of conversational marketing.
The Victorian Country Market is an initiative of the Handshake Agency, supported by the Victorian Government, conceived to help create income for regional producers ravaged first by drought and bushfires, then a pandemic.
We were tasked to build a custom site that allowed Victorian producers to host their wares in one huge online farmers’ market whilst giving the user the experience of browsing a real-life market.
This meant custom features such as the ability to add to cart and pay each vendor as you browse rather than one check out system per visit.
Our role was to build this site from scratch with our development team, then execute a completely digital marketing campaign and create much-needed revenue for these vendors unable to trade as normal due to lockdown.
No existing social pages. No email lists.
HOW WE DID IT...
Our pre-launch strategy involved using our conversational audience tool (Chatbot) to enrich the emails we gathered with profiling data so our follow up EDM’s were tailored to the user based on their future buying preferences. This is similar to what most marketers would do post-purchase, except we pre-profile our potential buyers conversationally.
Our site build was relatively smooth considering the timeline, but with much coffee and occasional nerd tears, we met the deadline with literally minutes to spare.
Using the gamification capabilities of our audience tool we were able to fast-track growing our socials going from literally 0 to 11K super engaged followers in just a couple of weeks and we were ready for launch 🚀
Knowing what our ‘soon to be’ purchasers were most likely to buy on the site, we serviced our launch email list with content we knew were relevant to them rather than a generic one size fits all email resulting in super high open and click-through rates.
Our digital media buying strategy used the same profiling to serve tailored ads to the feeds of these people if they were in our warm data segments, as well as helping us to be more refined from the get-go with our cold targeting.
Thanks to the effort we put into our pre-launch profiling, we ended week 1 of launch with a Lifetime ROAS (return on ad spend) of 8. This ad spend also included everything we spent in pre-profiling and awareness phase.
In less than two months from the launch campaign, we were able to scale to a ROAS of 11 with total revenue to $345K. This has been achieved all while spending only $31k in ad spend in total.
The success of the launch and subsequent relief it provided to Victorian producers caught the attention of the right people and the Victorian Country Markets became a part of the Vic Gov’s ‘Click for Vic’ campaign run by Visit Victoria.
SERVICES WE OFFERED
Our involvement included:
- Brand strategy and insights
- Multi-channel digital marketing
- Advanced audience profiling and data enrichment
- Website UX design
- Website development
- Social media advance
- Email marketing
We help brands to scale intelligently by creating personalised campaigns tailored to their audience. – Get in touch today to find out if we can help your brand thrive online!