How a One Day Sale Generated $28k+
Check it out...
Confession: I'm such a geek. Awhile back I got to chat with one of my Facebook Ads mentors, Rick Mulready, on his podcast. And it was so If you missed our FB Live, click on the video to check it out. And don't forget to scroll to the end of this post where I'm offering a free sneak peek at how I ran this offer!
It all started with...Cyber Monday
Over the last two years, I've been running Facebook Ads for a Cyber Monday sale for a local business. And they've both generated amazing sales.
Just a little background...this business actually could've generated even more $$, but because this brick-and-mortar business was selling a limited number of tennis + fitness memberships, they actually SOLD OUT and started a waiting list 20 people deep!
THE FACEBOOK AD
1. We ran a promo video (we called "zero" for our zero initiation) to warm and cold audiences.
2. We retargeted video viewers and other warm audiences with our Cyber Monday ad image. (I used this image literally everywhere...in emails, in newsletters, on Facebook, etc.)
You can see examples of my targeting audiences as you scroll down.
THE TARGETING
For this campaign, I strictly ran ads to the Facebook feed. No Instagram. No Messenger. Just desktop + mobile feed.
I used a blend of warm audiences based on video engagement and our email list plus lookalikes of those audiences. The lookalike audiences did ok, but when I threw cold interests into the mix, as expected, they did not perform as well.
Warm Audiences:
Guest email list (excluding members)
$0 Video viewers
Cold Audiences:
Email list lookalike
Member lookalike
Tennis Interests + pages: pro tennis players, grand slams, usta
Fitness Interests + pages: whole foods, barre3, soul cycle, flywheel
*Lesson learned here - when targeting for a local business, interests aren't as important as age, gender and location.
THE LANDING PAGE
My entire campaign was very "holiday-esque" with red and green colors. Cheesy, yes. But it was a Cyber Monday Sale. I kept the same theme from my ad images running through my landing page, which helped the campaign feel cohesive.
All of the offer details and fine print were listed on this page as well as a countdown timer to encourage a little FOMO.
THE THANK YOU PAGE
I used absolutely the most basic Thank You Page you can find on Leadpages. An plopped on an image of the club owners to bring a personal element to the campaign.
*Note: For future campaigns, I will try using a thank you video for even more of a personal touch and linking to social media channels or back to the website to give viewers another way to check us out.
THE FOLLOW UP
I actually had no way to sell our offer online due to our membership software. (So hard to integrate with brick and mortar businesses. So I had to create a work-around. I opted for a sales page where people would just reserve their membership by submitting their name, email and phone number.
After we received their email and phone number, we called each person to schedule a time for them to come in to the club to complete their membership. There were no actual online sales, per se.
There were limited memberships available (only 20 Tennis memberships) and did end up selling out, which created a waitlist of 20+ people that stayed in the pipeline for months afterwards.
*Note: I'll admit, it was a little clunky to do things this way. People who were reserving their memberships online didn't necessarily know if they were guaranteed a spot at that time until they received my phone call. This is something I'm working to improve for future One Day Sales.
