Making a first sale in digital assets is very challenging if you are not a reputed brand. But we both had good confidence about the product and it’s taste. At the initial stage we didint object to sales but we obejcted awareness of our product experiences by using niche specific content strategy to get target audience attention and actions. We made more than 15 cooking videos using Hotzy hot sauce and people start to ask about buying it. So then we moved to the sales campaign but this become bit change along side by other campaigns. We didn’t directly promote sales posts. What we did we took an advantage of UGC ( user generated content ) marketing strategy by using nano – micro-influencers and this strategy made a huge hype for the brand.With zero ad spends we could make more than 200 sales per a month and We could make people aware and the trust of the product. Then next 45 days around we start full funnel sales campaign by using msg and web conversion campaigns and after 90days from the beginning we could reach sales count for 1000. Check how hotzy owners feedback after 90days from the campaign
“ As an startup in Sri Lanka we had a vision for our brand but couldn’t find individual talent for the digital executions and agencies prices were a high ticket for us at the beginning. Then we met Samitha and his first question was when can I taste this? And it committed me to share the product and more insights to have a chat with him and his approach strategy to the market was really impressed and organized. And we start with some testings both digital and products side his analytical thinking and data driven decisions helped to reach this milestone in a very short period and now we are working on a cross boarder marketing strategy and it’s even has started perform well. I recommend anyone to him if you are not expecting magics as he says always..”
Challenges & Solutions:
- 0 sales is more worst when you have zero visibility. So we had to made awareness and same time actions. So we wen’t with engagement type campaigns. We wanted to lift brand recall not by ad insights by taking actual peace of memory. So these content based strategy work well.
- Less engagement to the website purchases by audience: In Sri Lanka our target audience was less active on online billing. So we made it feel easy to the audience by using some content approaches to the getting actions website and It showed results and now 45% of our sales we are generating from website.
- Increasing Retaining Customers: We wanted to make our sauce is permanent icon on their dining table and the fridge.So We execute some remarketing campaign by offering discounts and combo packs. And Now our retaining customer density is above 100 after completed 90 days.
- Managing the product momentum: We didnt stop our content strategy we are using mix content strategy for sales campaign and it helps us to keep our target audience updated and touched about the brand
Here are our last month campaign insights for hotzy!