Ear Headphones Case Study
Compared to on boarding, average weekly revenues climbed by almost four times.
Sessions have climbed more than six times since on boarding in less than a year.
On boarded on July, 2022
Industry: Musical Instruments
Location: UK
After acquiring a high-quality musical instrument and noticing the lack of premium options for aspiring and professional musicians, the founder, Alex, felt compelled to create a brand that offered instruments combining craftsmanship, precision, and superior sound quality. This led to the creation of MelodyCraft Instruments.
MelodyCraft Instruments is dedicated to providing musicians with the finest quality instruments, designed to inspire creativity and elevate musical performance.
The Challenges
New Brand to the Market – MelodyCraft Instruments entered a highly competitive market, crowded with both established brands and affordable alternatives. The challenge was to carve out a niche and captivate the interest of serious musicians who value craftsmanship and sound quality.
PPC – With a premium pricing strategy, driving conversions was a challenge, as customers often weighed the higher cost against the perceived value and performance of the instruments.
Supply Chain & Logistics – Managing a range of instrument types and accessories while coordinating production, distribution, and retail logistics posed difficulties in maintaining a consistent inventory to meet growing demand.
The Approach
To define our strategy, we began by analyzing our target market and competitors. We then executed a comprehensive plan integrating the following elements:
Marketing & Design
Competitor Analysis: We identified leading competitors in the musical instrument market and conducted keyword research to understand what resonates with musicians, both professional and amateur.
Content Creation: Leveraged this data to create compelling product descriptions, engaging A+ Content, and visually appealing infographics. The content highlighted the unique features of MelodyCraft Instruments, including craftsmanship, durability, and superior sound quality.
Enhanced Presentation: Upgraded A+ Content from Basic to Premium, incorporating high-quality video content that showcased the instruments’ sound, craftsmanship, and the passion behind their creation.
New Version Launches
Strategic Timing: Coordinated design enhancements, shipment schedules, and PPC campaigns to strategically release new models of instruments with improved features.
Launch Planning: Set future launch dates to manage inventory effectively, ensuring older models were sold out before introducing new variants.
Product Expansion: Successfully launched new instruments and accessories separately, targeting specific keywords with plans to consolidate reviews and improve the Best Seller Rank (BSR) as needed.
Logistics
Inventory Management: Implemented advanced forecasting methods to better predict demand and maintain a consistent inventory, reducing the risk of stockouts.
Efficient Fulfillment: Transitioned inventory management to a more efficient system, allowing for faster processing times and reducing third-party logistics costs.
Ad Spend Optimization: Adjusted advertising budgets and pricing strategies to manage sales volume effectively, ensuring inventory remained balanced with demand.
Advertisement & PPC
Targeted Campaigns: Developed PPC campaigns focusing on main keywords, competitor products, and category-specific targeting. This included video ads that demonstrated the instruments’ sound quality and craftsmanship to engage potential customers.
Campaign Optimization: Continuously refined PPC campaigns to ensure the most effective use of the advertising budget, driving conversions while maintaining profitability.
Brand Promotions: Ran tailored promotions, including limited-time discounts and bundles, to boost organic sales and build customer loyalty.
Conversion Rate
Continuous Testing: Regularly conducted A/B testing on product titles, main images, image stacks, A+ Content, and bullet points to enhance the Product Detail Page and maximize conversion rates.
