Startup Marketing requires you to really understand who your target audience is, and what pain point you’re addressing.
When we started working with Leuvia, they were a brand new start-up in the online soft furnishings space – targeting a very broad ‘all people’ audience.
They were launching their product range into a relatively crowded online environment with plenty of competition. After researching the market, we pinpointed a product line, and audience sector where they offered something different from their competitors – Ready Made Curtains – and used this product line as the lead in our marketing program – to get attention and build awareness of their brand.
Once we established our lead offering, we developed several strategies to build awareness of their brand and drive sales through a new e-commerce website.
Our Marketing Solution
A multi-prong approach was required to build awareness, nurture new leads, and convert customers.
We worked with Leuvia to better understand the pain points and interests of their potential customer base and developed a range of topical, informative and relevant articles which we distributed via our social media channels, via paid advertising and in emails out to existing customers. Each article included tips, advice, and inspiration.
In order to create awareness for our new brand of ready-made curtains, we worked with key influencers in the home-renovation space. This provided Leuvia with instant credibility and a much broader reach than what could have been achieved via other digital marketing channels alone.
The process involved:
- Researching the key individuals who had influence in the homewares space within our specific target audience.
- Developing relationships with several key influencers. One of the relationships we developed was with Cherie Barber from Renovate for Profit who saw the potential for our ready-made curtains.
- While working with Cherie we developed a makeover segment featuring Leuvia’s ready-made curtains and secured a segment on channel 9 Today Extra- featuring the makeover.
- This story was then amplified out across all ‘renovate for profit’ social media channels which included their various websites, landing pages, a segment on Channel 9 (who they have a content relationship with), and their email communication which attracted massive reach and exposure for the brand. We were also able to re-use the content on our own Leuvia channels which provided us with social proof and helped us attract an even bigger audience.
To further boost our reach and engagement, we amplified this content on Facebook and Instagram with a paid spend.
We utilised this strategy with a number of key influencers in our target market.
Channel 9 Segment – Renovate for Profit – Featuring Leuvia Sheers
Renovate for Profit Social Content – Shared via their channels – and re-shared via Leuvia Channels.