I recently had the pleasure of interviewing Richard Matthews about the success he had helping a local bra boutique take its business from pre-closure status to booming in just 24 hours with $100. Sounds crazy right?! That’s what I thought too, but was simply blown away at how easy the method he used was and how easy it would be for other small businesses to replicate.
Luckily, he was willing to share it with us!
While Richard was shopping with his wife at their local bra boutique, they were disappointed to learn that the store were planning to close their doors at the end of that month. The Matthews had been loyal customers since it’s opening in 2012 because his wife’s “endowment” required a bra size not carried in average stores and the next nearest shop was about 55 miles away.
So, Richard began probing the owner about her business. Some of the important questions he needed answered were:
- How has business been?
- What kind of numbers would you need to run if you wanted to keep the doors open?
- What is the average transaction size?
- The number of appointments they need to run per day
- The number of leads they get now
- What kind of marketing stuff they're doing now
Basically, the boutique needed six appointments a day to keep the doors open, pay employees and actually receive a salary for herself. Technically, three appointments a day could pay the bills but six appointments a day is something she had never experienced in the past five years and would change the course of her business immediately.
Richard explained that he runs leads to businesses for a living. What he ultimately needed to know was, did she want to keep the doors open and is doing so something that she was passionate about. Since the shop owner’s response was a heartwarming yes, Richard asked if he could use her as an experiment to build a case study, and she agreed.
That night he put together (what most the people consider) a simple Facebook campaign which involved a Facebook ad, a simple landing page, thank you page, and a short email sequence.
The Facebook ad:
- Location: within 25 miles of their town
- Age: 35-64
- Gender: Women
- Ad copy: Used simple persuasion by presenting a common problem and clearly presented their offer using scarcity.
- Ad image: Used an attractive woman in a brightly colored bra that will catch attention when scrolling Facebook. The image contained the boutique logo, which also matched the color of the bra in the image.
- Ad headline: Clearly stated attractive offer (with scarcity)
- Call-to-action: Sign Up (to collect leads for a bra fitting appointment)
The Landing Page:
- Video landing page with a headline
- Collected their name, email address and a phone number on the page
- Offered a 50% discount off their first bra purchase with the boutique
The Thank You page:
- The 50% off offer (repeated from landing page)
- Instructions to call for an appointment
- A bonus offer for free a pair of panties to anyone mentioning the Facebook ad when they call
Richard knew the 50% off deal was not a sustainable model but he wanted to test the waters and see if they could get a response from the local market.
The Email Sequence:
This contained three emails in the shop owners existing MailChimp account.
- Email one gave them their coupon to call in and get their appointment scheduled.
- Email two gave them some of the professional benefits of having a well fitted bra.
- Email three was a scarcity email stating there were only a few of the deals left.
After showing the offer to the owner and looking at her previously unsuccessful ad analytics Richard settled on really simple ad targeting. They targeted women who were thirty-five to sixty-four and lived within twenty-five miles of her shop, and set the ad to run for 24 hours on $100, starting the next morning at 6:30 a.m.
The results within HOURS of launching the campaign were extraordinary. The morning of the launch the shop owner called Richard around 8 a.m. in shock because she had real leads coming in before her shop was even scheduled to open.
The campaign brought in:
- Fifteen leads at $7 per lead
- Eight phone calls with those leads
- Six appointments booked with 48 hrs
- Six closed transactions ($1146 total sales)
- An average transaction amount of $191
Richard’s “simple” ad campaign gave the boutique an 1146% ROI in only twenty-four hours for only $100. More importantly, it changed the outlook of her business. Once the shop owner saw the data from the campaign, she flipped out!
He then quickly coached her on how to track the sales that resulted from the ad. She needed to track the number of people that were coming in, the number of appointment calls she had to get and the number of sales that resulted from those appointments.
Richard also set her up the ability to text her leads as well and attached a Twilio number to the gravity form on her landing page and emails to notify her of leads. The store owner was able to create a simple spreadsheet to track all of the data.
Her response to the traffic is what sets successful businesses apart from those that fail. She took action.
The boutique owner opened her store early, called in another employee and spent the rest of their day calling their leads to book their appointments. They booked six appointments out of fifteen leads. Before this campaign they were lucky to book three appointments a week, and have sporadic walk ins. When you go from five or six fittings in a week, to six in 24 hours, everything changes.
Unfortunately, the boutique might have to close their doors, due to the amount of money owed to their property manager. But for the first time they have something concrete to show the manager that proves they can get leads in the door at a crazy rate, and a new hope that they may be willing to work out a way to remain open.
When you are trying to collect leads for a local brick and mortar business, your offer (and ability to provide excellent service with it) is more important than having a fancy funnel.
When you are looking for business clients to run ads for (local or national) you should look for people that are really passionate about what they're doing. Those are the clients who will be ready to put in the time and effort needed to learn what it takes to push their business to the next level.
With local businesses it is also extremely important that they know how to successfully close a sale. If they can't close the sale, driving constant leads is a wasted effort. Businesses have to be willing to get on the phone or reach out when someone walks through their door and deliver exceptional customer service.
If a potential customer is willing to fill out a form based on their interest in your offer, then they are basically asking you to sell them something! It may just take a few tries to connect with them when following up, hence effectively closing the sale.
Local customers are there needing your product or service. They will always be there. They just need a way to connect with your offer. By using a simple four part funnel and basic local ad targeting, you can draw in leads that will drastically change the course of your business.