Opportunities and Challenges
Long Purchasing
Cycles
Prospective customers often conduct extensive research, consideration, and product comparison before finally buying their rings, resulting in a purchasing cycle of up to 9-12 months.
High Levels Of Customization
Each sale requires extensive
back-and-forth communication
between the customer and staff in
order to customize the ring design,
inscription, and materials.
Niche Audience In An Oversaturated Market
80% of the US wedding/engagement ring market is made up of traditional materials like diamond and gold. If positioned correctly, our client’s alternative and rustic designs can easily stand out.
Long Purchasing
Cycles
Prospective customers often conduct extensive research, consideration, and product comparison before finally buying their rings, resulting in a purchasing cycle of up to 9-12 months.
High Levels Of Customization
Each sale requires extensive back-and-forth communication between the customer and staff in order to customize the ring design, inscription, and materials.
Niche Audience In An Oversaturated Market
80% of the US wedding/engagement ring market is made up of traditional materials like diamond and gold. If positioned correctly, our client’s alternative and rustic designs can easily stand out.
Our Approach
Through extensive audience research and data analysis, we identified three different customer personas and recommended cross-platform
strategies to reach and retarget each group at various touchpoints along their purchasing journey.
Long-term Planners (LTP)
LTP are potential customers who start conducting general wedding research online at least 6-9 months before purchasing.
Our strategy:
- Run brand awareness videos ads on YouTube and social media using affinity targeting
- Periodically serve high-level retargeting ads on social media and Google over the next 3-6 months to sustain their interest level
- Once they are finally in-market to purchase, incentivize with limited-time offers to close the sale
Long-term Planners (LTP)
LTP are potential customers who start conducting general wedding research online at least 6-9 months before purchasing.
Our strategy:
- Run brand awareness videos ads on YouTube and social media using affinity targeting
- Periodically serve high-level retargeting ads on social media and Google over the next 3-6 months to sustain their interest level
- Once they are finally in-market to purchase, incentivize with limited-time offers to close the sale
Short-term In-market Purchasers (SIP)
SIP are potential customers who begin their search specifically looking for wedding/engagement rings, and are usually within to convert within 3 months.
Our strategy:
- Use highly targeted keywords on Google Ads to lead them to collection or specific product pages on the website
- Run dynamic retargeting campaigns on Google shopping and social media to re-engage them with the specific product(s) they viewed
Short-term In-market Purchasers (SIP)
SIP are potential customers who begin their search specifically looking for wedding/engagement rings, and are usually within to convert within 3 months.
Our strategy:
- Use highly targeted keywords on Google Ads to lead them to collection or specific product pages on the website
- Run dynamic retargeting campaigns on Google shopping and social media to re-engage them with the specific product(s) they viewed
Social media frequenters (SMF)
SMF are potential customers who may be interested in wedding/ engagement rings AND spend a lot of time on social media. The goal is to curate the majority of SMFs’ purchasing journey on social media.
Our strategy:
- Run brand videos to encourage SMFs to like/subscribe to the company’s social media pages or browse products through carousel ads
- Periodically post on social media (organic or ads) with announcements and new products to remain relevant
- Retarget cart abandoners with specific FB Messenger ads to promote personal conversations and address any unresolved queries
Social media frequenters (SMF)
SMF are potential customers who may be interested in wedding/engagement rings AND spend a lot of time on social media. The goal is to curate the majority of SMFs’ purchasing journey on social media.
Our strategy:
- Run brand videos to encourage SMFs to like/subscribe to the company’s social media pages or browse products through carousel ads
- Periodically post on social media (organic or ads) with announcements and new products to remain relevant
- Retarget cart abandoners with specific FB Messenger ads to promote personal conversations and address any unresolved queries
Interaction Rate
279% more people interacted with our ads after seeing
them.
Our strategy was successful because we were able to align client and customer incentives, through creating a positive and informative (but not overwhelming) research and purchasing experience for prospective customers, and in turn generating increased sales for our client.