How we set up lead generation for a new furniture store in Poland and got 46 leads for $10

In this case study, we will talk about our experience in promoting a furniture store in Poland with an above-average price segment.

The project — Fabbi the furniture store.

Project CMO — Serhii Soloviov.

The service — comprehensive lead generation setup: creating a lead form, a quiz, developing of advertising creatives and texts, and setting up and launching Facebook ADS.

Briefly about the results of the period 10.04.21 – 10.05.21:

Number of leads:	>46
Conversion to lead:	>11,5%
Average price per lead:	$10%
Lead Generation Tool:	Facebook ADS

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Navigation of the case study on the promotion of a furniture store in Poland via Facebook ADS:

1. Solve Marketing team composition;
2. first step. Identify needs;
3. stage two. Research and strategy building;
4. project goals;
5. what did we do to achieve our goals;
6. we customized the lead form;
7. created a quiz and set up advertising on it;
8. advertising texts;
9. advertising creatives;
10. the results of the advertising campaign in the promotion of a furniture store through Facebook ADS;
11. agency results;
12. customer feedback;
13. free consultation and Facebook ADS’s audit.

Approximate time for learning the case – 15 min

Solve Marketing team composition 

The marketing department of the project consists of 4 specialists:

Head of Marketing	plans KPIs for the department; creates the project development strategy; fixes it by a plan of work; allocates priorities in team; controls communication through all channels; prepares reports; analyzes results and adjusts work plan
Marketing Project manager	fixes all project tasks in CRM; manages the fulfillment of tasks on the team side and the technical department on the service side; helps to prepare reports
Designer	creates creatives and visuals for advertising
Facebook ADS manager	creates, launches and adjusts advertising campaigns; optimizes advertising effectiveness and budget; makes recommendations on the site, advertising texts and creative ideas

First step. Identify needs

Fabbi is a brand that designs and manufactures furniture.

• Production in Ukraine;
• modern design and unique collections;
• only natural raw materials are used in production;
• there is an opportunity to choose from 29 different variants of furniture finishing;
• the company has developed more than 60 different furniture forms;
• the company operates through a dealer network in Ukraine and wants to enter the Polish market by building a similar sales model.

During the consultation process, we identified and recorded the following problems:

No. 1: for the Polish market, the Fabbi brand is a new name. Buyers and potential dealers have not heard about this brand, so they are in no hurry to make a choice in its favor;

No. 2: the price segment is above average. Prices per unit start at $1000, which is significantly more expensive than most competitors’ online offerings;

No. 3: the site lacks two important components for making sales: a product card and the ability to order;

All goods are placed as in the showcase and to order, you have to call by phone, but the phone number must first be found in the contact section.

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For whom will the service of setting up targeted advertising be useful?

• you have already tried to promote your business;
• you are now promoting your business, but you aren’t satisfied with the results;
• you have studied the courses or webinars to promote your own business.

What kind of results will your business get?

You will get a solution to the 3 main objectives of digital marketing for business:

• the cost-effective flow of leads;
• the conversion of leads into sales;
• brand building.

Second step. Research

At the beginning of the work, we conduct research that helps us find answers to the following questions:

Product Analysis	what customer problem does the service solve? how exactly does the service solve this problem? what do we offer and how much does it cost? Quantitative and qualitative features of the offer
Competitor activity analysis	what do competitors offer and how much does it cost? how do competitors’ prices compare to ours? what advertising tools do competitors use? are there any interesting examples of competitors’ creatives and advertisements? how often and what do competitors write about in social networks? what are the competitors’ strengths and weaknesses?
Website Performance Analysis	what is the path to purchase? Can it be simplified? what could be decreasing the number of conversions? are there any pages that we would recommend adding?
A comprehensive audit of advertising tools	how exactly are the ads set up? What could be improved to get more conversions? what is the tone of voice? What is the brand’s responsiveness to customer questions? what are the responses to feedback? How is negativity dealt with?

Through the research, we learned:

• how the client’s business works. What we sell and why it is important for the audience;
• who the strongest competitors are and what should be done to differ from them;
• how to reconfigure advertising in order to increase the number of new connections.

The study allowed us to build a strategy for working with the project. We suggested:

• improve the site, make it more user-friendly;
• create a quiz and set up an advertising campaign to attract leads;
• set up an advertising campaign on Facebook Lead Form;
• build a funnel for collecting leads through WhatsApp and Messenger;
• write texts and creatives for ad campaigns that will attract the right target audience and evoke emotion;
• set up remarketing in Facebook ADS.

What did we do to achieve our goals?

1. We customized the lead form.

First of all, we set up, improved and tested the lead form:

• before we started our work, the number of targeted appeals on the lead form was less than 50%;
• after we set up the lead form, the number of targeted appeals was over 70%.

2. Created a quiz and set up advertising on it

Quiz marketing is a method based on interactive surveys, quizzes and tests. The user is invited to answer questions in order to get a personalized answer to their question.

The main purpose of a quiz is to find out what the customer wants.

Therefore, we came up with a special list of questions. It allowed us to offer the client exactly what he wants from what we have.

Our quiz to pick up a bed and dresser:

The quality of leads received through a quiz is usually one of the highest. Firstly, the person gets an offer that takes into account his answers. Therefore we already know approximately what he wants.

Secondly, the person spends time going through the quiz, so the user remembers this communication better and becomes more loyal to the manager’s calls.

3. Advertising texts

We prepared 3-4 variants of advertising texts and set up their testing. The most effective variants become the basis for creating the next texts.

Some examples of texts we tested:

4. Advertising Creatives

For promoting a business through Facebook ADS, you need to find a way to quickly bring the benefits of the business’s offer to potential customers. By offer, we mean a combination of several benefits and triggers.

In the beginning, we used a photo from the store. The hypothesis is that people trust a live photo more.

Example:

The CTR (audience interest rate) was high at first but quickly went down.

Next, we decided to show rendered photos – these are images created with the help of computer programs. They showed high effectiveness and an average CTR of 2%.

Example:

Subsequently, we tested the following version:

In the FB Messenger campaign, we used the following creatives:

The results of promoting a furniture store through Facebook ADS:

Agency Results

Thanks to the integrated work the client received the result on a turnkey basis:

1. quiz (mini-site) with conversion to lead from 11.5%;
2. the price of a lead through the quiz is 5.2 $ and the average price of the advertising campaign is $10;
3. coverage is 52794 people;
4. improvement on the site.

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