Delivered 8X ROAS
for a Premium Modular Kitchen Manufacturer
Current Numbers / Results / Achievements
Leads Generated
2,516
ROAS Achieved
8x
Client Overview
Promkraft India Pvt. Ltd. is a manufacturer of architectural modular kitchens and furniture with a factory setup at Dapoli in Maharashtra. For designing a modular kitchen, the client’s team visits the site for measurements and starts the work after obtaining design approval.
Belief Shared / Targets / Objectives
The client aimed to boost their sales through online channels and generate the majority of their revenue from online sources. Their objective was to obtain high-quality leads for modular kitchens with a minimum 5x Return on Advertising Spend (ROAS).
Challenges Faced by the Client
Promkraft encountered numerous challenges while working with other digital marketing agencies before opting for our services. After analyzing campaigns run by an earlier digital marketing agency, we identified the following issues related to product promotion:
Facebook Ads
- Target audience age group (18 to 65+) was too broad.
- Basic and only static creatives are used in ads.
- USPs and prices are not highlighted, thus not attracting high-quality leads.
- Limited geographical targeting in Thane and Mumbai regions.
- Ineffective interest targeting and open targeting.
- Low-quality Facebook leads, resulting in zero conversions..
Google Ads
- Target audience age group (18 to 65+) was too broad..
- Limited geographical targeting in Thane and Mumbai regions.
- Reliance only on Search Ads without exploring other ad formats.
Our Solution (Marketing Strategy)
We designed & developed the dedicated Landing Page and used the same for all the campaigns for better quality leads and conversions.
To address the challenges and improve the client's online marketing performance, we implemented the following strategies:
Facebook Ads
- Revised target audience to focus on the age group of 28 to 55+ years as it has higher spending power as the modular kitchen starting price was ₹1.5 lacs.
- Introduced new static creatives to showcase Promkraft's manufactured modular kitchen designs with prices mentioned.
- Developed video ads featuring Promkraft's existing modular kitchen designs, stock images of modular kitchens and testimonials. These videos highlighted USPs and price ranges.
- Implemented interest-based targeting, including real estate brands, cooking-related interests, home decor, and kitchen renovation interests.
- Included marriage-related demographics targeting to capture newly married couples and families.
Google Ads
- Refined target audience age group to 30 to 55+ years.
- Expanded geographical targeting to include maximum areas of Thane, Mumbai & Navi Mumbai.
- Introduced YouTube Ads and Display Ads alongside Search Ads.
Target Customer
The target customers included individuals aged 30 to 55+ years for Facebook and for Google. Target locations were Thane, Mumbai & Navi Mumbai and Pune.
Challenges Faced in Execution
During the project's initial stage, limited testimonials and images were available, which posed a challenge for content creation. Also, regular feedback was not provided. Suggestions for campaigns targeting YouTube subscribers, page likes & Instagram followers were not implemented. Additionally, the product's price was increased from starting at ₹1.5 lacs to ₹2.5 lacs and further to ₹3 lacs.
Services Provided by Paarami
Promkraft received the following services from us:-
- Landing Page Development: Developed tailored landing pages to improve lead generation.
- Lead Generation: Implemented strategies to generate a substantial number of leads.
- Weekly & Monthly Reporting: Provided comprehensive reports on campaign performance.
- Social Media Ideation: Incorporated trending social media strategies to increase brand awareness and engagement on social media platforms.
- Search Engine Optimization: Conducted optimisation of the website across Maharashtra for the list of keywords provided by the client to boost organic traffic on the website and increase sales.
Channels Used
Duration of the Project
The Promkraft project spanned 10 months.
Testimonials
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In the retail sector, the adage to live by is “Jo Dikhta hai Wo Bikta hai”. As good or unique the product might be, if it does not catch the eye of the public, it will have no buyers. Design is just as important as quality. Eye-catching design does not mean garish, over the board filled with hues of red, blue and green. Instead, the design needs to capture the essence of the product and showcase it in such a way that it delivers the message and catches the eye. It is as difficult to achieve as it sounds. Paarami Consulting has done it brilliantly for Ingä Honey Sticks.
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Client Testimonial: https://goo.gl/maps/dY1eZCKdaqZ4D2yBA
