#paid-media
Thread
Hi everyone! I'm reaching out in hopes of gaining some insights from this community, which would be immensely appreciated. Our business is a family legacy, now in its 3rd and 4th generation, with my mother representing the 3rd and myself the 4th. She plans to retire in about a decade, aiming to secure a comfortable retirement through the business's earnings.
Our store, located in Belgium, specializes in professional-grade hair, nail, and beauty products from +- 60 brands. We also have an online store, but this one is not the focus of my questions. Over the past three years, we've been selling a high-quality hair care brand that rivals major names like L'Oréal Professionnel, Schwarzkopf Professional, Wella, etc. It offers comparable quality at a better price point and with more product per item. This brand is distributed in over 60 countries, and we hold exclusive distribution rights in Belgium, the Netherlands, and Luxembourg, although it's still relatively unknown in these markets. The brand has proven to be highly popular among our physical store customers, with a repeat purchase rate of 98% for those who try it. Because when people come into our store with a specific need for their hair then we can convince them to try the brand.
We primarily serve customers within a 15-mile (25km) radius of our store, selling 1500-2000 units of this brand monthly. Given our success in-store, we believe we can replicate this success online. I've developed a dedicated website for the brand but are currently lacking in organic traffic, so we want to start with paid advertising.
I'm seeking advice on a few points:
1. Is expecting a monthly revenue of €10k in the short term, with an advertising budget of €1.5k to €3k, realistic?
2. Could anyone suggest a retargeting ad strategy for a brand with over 150 SKUs in the haircare segment? We have over 700 SKUs including hair dye products.
3. What approach would you recommend for launching this brand online?
While I'm competent with the technical aspects of e-commerce, including website development on Shopify, email marketing, and ad setup on Google & Meta, strategizing and creative development are challenging areas for me.
Thank you for your time and any guidance you can provide.
A 98% repeat rate is good. I’d start with conservative expectations - 2x ROAS - and work from there, should be an easy benchmark to beat with such a strong product.
Hi @Mo thank you for your message! How would you split your budget? 50/50 Google Meta or 80/20 or 20/80? Do you have experience with this type of brand?
Yes, I’ve worked with beauty and hair care products. Will DM.
focus on your top sellers, splitting 1.5k on 150skus will not result in good results, pick your top 20 products with the most reviews/best sellers and then bankroll profits into your next 20 items
Do you have some focus on CRO?
@Stefan Momcilovic As we don’t have any conversions yet, we don’t focus on it right now.
@Gurdeep Sahota Okay thank you, we will focus on our best sellers first and move from there. What remarketing ad would work best?
If you can dm me more info on previous data about the company i can make a better suggestion