2024 CASE STUDY
Special Promotion Success
Maximizing Sales with a Targeted Promotion Strategy
A homeschool resource company aimed to improve results from their annual promotional sale, which had struggled to match previous years’ success. With Rebecca’s strategic coaching, the company developed a targeted promotion strategy focusing on audience segmentation, urgency-driven messaging, and a phased retargeting structure.
Rather than relying on personalized email campaigns or social media ads, the company leveraged a DSP pooled audience two weeks before the campaign launch with a presale initiative. This strategy provided ample retargeting data, resulting in increased sales and an 8x return on ad spend, making it the most successful sale the company had ever run.
The Challenge
Using Data-Driven Insights for Promotions
The company faced declining success with promotional sales due to the inability to retarget previous visitors and customers effectively. In recent years, they had been forced to spend 2-3x more on social ads just to maintain the same sales levels as before. Without the ability to segment audiences and re-engage warm leads, much of their ad spend was inefficient, leading to lower conversion rates and a shrinking return on investment.
The lack of data-driven strategies left them unable to focus on high-intent prospects, with their budget spread too thin across broad, less effective campaigns. This struggle not only impacted revenue but also limited their ability to expand their customer base or maximize the sale’s potential impact.
The challenge was clear: to regain control of their promotional sales strategy and create a system that not only reduced ad costs but also generated higher returns.
The Solution
A Data-Driven Promotion Strategy Powered by Coaching
With Rebecca’s coaching, the company implemented a highly strategic promotion approach, including:
Presale Campaign Launch: A presale campaign was initiated two weeks before the sale to inform and engage as many potential customers as possible from the 1.6 million DSP pooled audience.
Cost-Efficient Awareness Ads: To maximize impressions and save on awareness ads, the campaign set a maximum CPM of $1.50 with a frequency cap of 2x per day.
Sales Page Retargeting: Once the sale began, the strategy shifted to retargeting anyone who visited the sales page, increasing the CPM to $3 for better ad positioning and raising the frequency cap to 4x per day. The awareness campaigns continued alongside the sales page retargeting to maintain visibility throughout the promotion.
Creative Alignment: The campaign creative was directly tied to the customer’s position in the sales journey, ensuring relevant messaging at every stage.
Abandoned Cart Retargeting: Finally, a $6 CPM retargeting strategy was implemented specifically for abandoned carts, focusing on re-engaging those who had shown strong purchase intent but failed to complete the transaction.
The Results
Record-Breaking Performance and ROI
The special promotion campaign, driven by strategic coaching, delivered outstanding results across multiple metrics:
8x Return on Ad Spend: Audience segmentation, phased retargeting, and optimized ad spend dramatically boosted campaign efficiency.
Most Successful Sale to Date: This campaign achieved the highest sales figures ever recorded during this annual promotion, surpassing previous years’ benchmarks.
Expanded Customer Base: Retargeting strategies captured both repeat and first-time buyers, expanding long-term revenue potential.
Cost-Effective Lead Generation: The presale initiative and targeted awareness campaigns generated a high volume of warm leads before the promotion began.
Increased Customer Retention: The data-driven strategy ensured multiple touchpoints, keeping the brand top-of-mind throughout the sales cycle.
Key Takeaways
Lessons from a Successful Promotion Campaign
Coaching Unlocks Strategy: Rebecca’s expertise was critical in crafting a results-driven, targeted campaign.
Data-Driven Promotions Work: Leveraging audience insights and pixel data ensures promotions reach the right customers.
Multi-Channel Matters: Engaging customers through multiple platforms amplifies impact and retention.
Urgency Motivates Action: Time-limited offers and countdown timers drive faster purchasing decisions.
Retargeting Maximizes ROI: Using multiple phases of retargeting allowed for continued visibility and conversions throughout the campaign.
Conclusion
This case study demonstrates how expert coaching can transform promotional strategies. With Rebecca’s personalized guidance, the homeschool company overcame seasonal slumps, improved audience targeting, and maximized revenue potential through a well-executed, multi-channel promotional campaign.
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