THE SUNDOWN SESSIONS
Set up shop and start selling online Benjamin Hale
Before we start selling. Invest in images Of your product Of provenance Of people But especially your product Make design easy with
Great images make you hungry. Great images sell product - especially online.
Selling online What does LAP’s online store do? Direct to consumer sales on LAP Website 1 product - any payment method. Automated fulfilment.
What does LAP’s online store do? Distributes 45 lines to 400 retailers Track what materials have gone where Keep inventory, automate despatch Collect payments to offset costs.
Co-ordinate and despatch marketing materials to retailers.
How does LAP use an online store? Collect contributions.
A QR code that can collect money You can offer contactless purchases at the wharf
What is an online store?
A service that manages a product catalogue and publishes that catalogue to different platforms, processing transactions, tracking inventory and reporting.
You choose what is sold where
The only technical thing. Connect your website to your Facebook Page (install Pixel)
Tracking ad effectiveness. Tracking conversions. Setup Custom Conversions Run an ad with goal - conversion (view page content).
Once you have a “shop� link it up to your other services
Website
Store
Marketing
CRM/Customer Comms
Creative
Pixel
Store Catalogue
Website
Custom Audiences Remarketing Lookalike Audiences
Lookalike Audiences
Marketing
Connect these services into one big sales machine
$29-$79 U$D per month (Fully hosted) Creates product catalogue and publishes to web, mobile, FB, Instagram, mail apps Inventory, transactions. Can link to or run in-store POS Easy to use on desktop and mobile Start Straight away (no need to change your website)
This ad is 60 years old. But relevant as ever
Awareness Interest Desire Action
Facebook Mar keting
The three levels of Facebook Campaigns
Ad Set - Who (audience targeting and timing) Who, Where When Campaign (Objective) Custom Audiences Lookalike Audiences
What Video Still Video Carousel Collection
Campaign objectives Be careful what you optimise for Metric
Performance
Reach
$8-10 CPM
Views
12c per view to 100%
Traffic
25c CPC
Conversions 8c-12c View any page on LAP website ROAS on Sales anything over 1
Planning Campaigns Bricks and Mortar Store Awareness ➥ Desire ➥ Action Decide on a campaign goal
Awareness ➥ $250 Reach - 10-30K people closest to the store. $1,000 Budget
Decide on a campaign goal
+ (interest) Seafood
➥ Desire ➥ Action $500 - targeted consumers within 50km - Website $1,000 Budget
+ (interest) Seafood + (interest) Cooking + (interest) Recipes
$250 - Retargeting. Anyone who commented, liked, watched video or clicked on any previous ad or visited website Advanced Ad unit “Instant Experience�
$250 - Retargeting. Anyone who commented, liked, watched video or clicked on any previous ad or visited website Advanced Ad unit “Instant Experience�
Purely online sales Desire - Action
DEMO
Online Sales - Custom Audiences. Get the first 100 sales Create a lookalike audience based on those customers
Campaign Planning hints - Summary. Start by reaching the 10-30K people living nearby (reach goal) Expand by reaching everyone interested in your category for as far as you can deliver to their door (with traffic goal) If it’s too many people for your budget, narrow by interest. Retarget people who engaged with your FB ads or your online content for higher online sales.
Facebook Audiences. Create audiences and save them for future use. • Saved Audiences (an audience you’ve defined using location, gender, interests) • Custom Audiences (Imported from your customer list or those who visited your website or engaged with your content) • Lookalike Audiences (Find more like those who’ve visited your site, engaged with your FB page or bought your product online)
Thank you.