Even people who are used to running Facebook Ads often don’t do them very well. It’s relatively easy to sell something different, unique, well-known, very cheap, niche, etc. But what do you do if you sell a product for everyday use that can hardly be differentiated from its competitors in terms of price and/or functionality? Meal Solutions It is clear that “working on the brand” is one of the keys , but this requires a long-term investment and strategy. The bad thing is that you need sales now. You have already explained to everyone (and yourself) x-times about the conversion funnel, the phases, that 60 contact points are required to sell and all those things. Even so, there comes a point where patience runs out even if your own arguments are solid and unquestionable ; you need to see those first results. Contents [ hide ] 1 Adapt your product to improve the performance of your campaigns 2 Meal Solutions Family Pack Case Study 2.1 Adaptation of the product to the target audience families 2.2 Promoted Post Segmentation Adapt your product to improve the performance of your campaigns The question is: What to do in this case? There is a solution. If your product is for everyday use, you have to find ways to differentiate yourself that go a little further. How to do it? The answer is “add a package”. The idea behind this is to create an optimal scenario when it comes to running Facebook Ads. If you have read my post about the 4 magic circles where I talk about detailed segmentation, I recommend you take a quick look at it to better understand the challenge of the post. The next question is, what is an optimal scenario for Facebook Ads? Before we answer in more detail, we need to understand this. The best results are achieved with products that generate emotions. You can improve performance by making calls to action related to a region. Look for a specific target such as students, families, unemployed people, managers, etc. If you find ways to segment by multiple passions, you can make it even better. Meal Solutions Family Pack Case Study The best way to understand the theory is with a practical case. Today I’m going to tell you about a Beguerrilla client that I’ve been working with for a couple of months. Meal Solutions sells refrigerated food. This sounds a bit cold, so at first glance you might have the wrong perception. Adapting the product to the target audience families To be honest, I was imagining a typical cheap microwave dish that tastes like nothing. After trying it, I have become a customer of my client because it allows me to prepare, for example, a good plate of tagliatelle with bolognese sauce for a more than reasonable price in minutes. Everyone has to eat, so there are thousands of alternatives before buying Meal Solutions. It is clear that you have to have a good product, a competitive price, easy preparation, etc. but all this may not be enough at first. So what we had to do is limit a product that is for everyone to a specific group of people. I’ll explain it to you with the family pack that we designed. As the name suggests, it is aimed at families buying a number of 9 popular dishes if you have small children. I have 3 between 1-5 years old at home so I have been able to provide some information on the subject… The pack comes with a small gift . This is a bit of a copy of the big ones (Happy Meal). There is no need to reinvent the wheel. Adding a Hot Wheel, which is by the way one of the 3 most popular toy brands worldwide, allows you to add it as a targeting circle on Facebook, which is fantastic. Limitation to a geographic area . This is another additional factor that helps achieve better interactions. We have not yet implemented it, but the idea is to include within the publications specific calls for the region in which we are promoting the ad. “If you are from Madrid…” An example of a post we launched for Meal Solutions An example of a post we launched for Meal Solutions Promoted Post Segmentation How is this reflected in campaign segmentation? The easiest thing is undoubtedly the location . We started with Madrid but then we will expand. You can reach families by searching for “parents who have a child aged x years.” There are several age ranges you can choose from. The appeal of the gift will be especially relevant for Hot Wheels fans . This is taken into account in another additional circle. Then you need the most essential circle. Here you segment by the dishes that are included in the pack. For many advertisers this would be the only one they would use. Without the others it is not effective. The campaign was launched yesterday and the first sales have already been recorded . If you are reading this post and you are a bit hungry, you still have time to place your order with a 30% discount (depending on when you read this post, it may no longer be active). You can find more information about the launch campaign on the Meal Solutions blog . Well, that’s all for now. Later I will tell you more about what we will be doing to promote this brand. Some things have never been done in this way in terms of marketing (or at least not as far as I know). I’ll keep you posted.
Copyright by Spam Data