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Scaling FB ad accounts with product launches (aka drops) like sneaker brands. Something I hinted about in the summer.
Lessons learned after 8 months of reorganizing 4 brands to rethink their product launch strategy.
Axis is broken out weekly for one client.
Lessons learned after 8 months of reorganizing 4 brands to rethink their product launch strategy.
Axis is broken out weekly for one client.
Pre-2020: A lot of clients use to waiting for 3 - 5 products to enter the warehouse and then do a "collection" drop. No different then most fashion brands.
2020: Launch products as they come in, since we don't know what will get delayed due to COVID. Making each product shine.
2020: Launch products as they come in, since we don't know what will get delayed due to COVID. Making each product shine.
Launch Coming Soon FB AdsLeading indicating if we need to restock a product or not.
These ads were either a hit & drove sales and thus the product launch was a huge success. Or the ads didn't drive sales and it was just an ok product launch.
Collect emails and phone numbers!
More Product Launches Increase SuccessInstead of having a few launches each year. Having 12+ launches means we increases our chances of success. We can send more emails and double down to what's selling.
Some Products Are The TortoiseThey don't take off like a rocketship
. BUT they are slow and steady and do sell. We just need to make sure we keep trying new ads and ad copy.
You Rarely Order Enough ProductEach client worried about ordering enough product. We had to convince them it's better to sell out and order more VS over ordering and having to discount to sell. Cash flow is everything. Restock ads let people know they missed a hot item!
More Product Launches Let You Test MoreI said it above about SMS but this is new for many of our clients. Having all these product launches let us test new tech and marketing channels. People love SMS.
No One Can Read The FutureMany clients think I can predict the future. I'm really just reading the room, looking at data and what is happening in EU & Oz. Lean into moments and trust you skills.
Building On SuccessEach new launch let us build on our success and find new things to test and try out. Your successes compound for growth.
Here is the data at a daily and monthly axis. I thought the weekly gave a better representation of how spend scaled over 2020. Plus you can see the ups and downs.
P.S. Forgot to say that the red arrow is BFCM. Yes, we launched products at full price on the Thursday before Black Friday. We didn't discount!!!
We zig when every other brand was zagging.
We zig when every other brand was zagging.
