Case study on targeted advertising: wholesale and retail sales of spices and herbs

About the project

The project "Spice Shop" is a wholesale and retail sale of spices and herbs in Kazakhstan.

The online store offers:

competitive prices due to direct deliveries from the manufacturer
individual approach to each wholesale customer
convenient payment and delivery terms

The main task of the project - to get the first contact or order from wholesale customers, as then with these buyers is a contract for further cooperation.

Type of project online store
Niche sale of spices and condiments in bulk
Timeline 8 months
Promotion region Kazakhstan
Landing Pages outdated website design, not enough information, social media required improvement in packaging

Problems and solutions

Project issues

№1
The main task of advertising was to get bids from wholesalers and customers
№2
On the project, the minimum budget from the start of advertising - 200 dollars/month
№3
Pages in social networks required refinements in the design and maintenance, but the main task of the customer was targeting advertising.

Solutions

№ 1
Testing target audience - after a detailed analysis, we identified several potential audiences, conducted tests and determined the appropriate audience.
№ 2
Advertising on the site could give a lower cost per application, but the site is geared more for retail orders, so we advertised on the lead form and Whatsapp.
№ 3
We took detailed TOR for the design and maintenance of the page in social networks to the client's manager.

Promotion strategy

The main task of the project is to get the first contact or order from wholesale customers, as afterwards there is a contract for further cooperation with such customers.

First of all we sent a brief to the client, after studying it we had a meeting with the client to clearly define our target audience, because we had a complex task with a minimum budget.

We used the following settings:

Behavior: Food and restaurant related page administrators
Position: Restaurant management, Head Chef, Restaurant Owner, Restaurant General Manager, or Restaurant Supervisor
Function: Food and restaurants

On the basis of our objectives we chose the “Lead Generation” type of advertising since we were primarily looking for contact, rather than conversions on the website (which is more retail-oriented). All the creatives were also aimed at attracting the wholesale customers and we prepared the video content to lower the cost of coverage.

With a budget that the client was ready to invest $200 USD it was decided to run the campaign for 14 days in order to receive the largest amount of requests. The first launch brought in 48 requests at once for $4.17, then we restarted and optimized the advertising, getting more than 70 requests with the same budget. In February 2022 we had to suspend the advertising campaign because of the demand drawdown and logistic problems of the client. To reduce the cost per application, we launched ads with an endpoint on WhatsApp, despite the rising cost of buying ads, we managed to keep the cost per application at $5. Working on the advertising campaign since May 2022 we managed to double the result while maintaining the budget, from 44 applications to 80+ per month, reducing the cost per application to $3

Results

+400к users reached
+350 шт new applications
<5 $ for the application

Expertise

A correctly designed advertising strategy of advertising in social networks is able to generate a constant flow of clients and significantly increase business profits and interest of new users in your brand. Our principle of work is to set up the most effective advertising campaign, which will increase sales while optimally spending the budget.

Alexander KovalenkoCEO/founder