From Awareness to Conversion: Navigating the Frank Body Marketing Funnel
AWARENESS
I see a PR Article in the Daily Mail that details how five friends created a revolutionary body scrub using leftover coffee granules from their local coffee shop.
CONSIDERATION
A couple of days after reading the Daily Mail article I come across an ad on Facebook that highlights all the benefits of coffee scrub (reduces inflammation, helps with redness, improves texture of the skin etc). I click over to the website to find out more.
CONVERSION
I haven’t purchased the coffee scrub yet, but suddenly I am being targeted with ads EVERYWHERE! It’s like the company knows what I have looked at and keeps sending me reminders to ‘buy now’. It gets harder and harder to avoid purchasing because I am offered 10% off if I spend over $40. I bite the bullet and order from Frank Body for the very first time.
LOYALTY
I received my coffee scrub within a week and fell in love instantly. My skin feels great and I can definitely see an overall improvement to my skin! I’m more inclined to purchase from Frank Body again because I know their products work for me, and I keep getting special offers and email reminders to stock up (it’s like they know when I am going to run out of product)! Another reason I want to keep using Frank Body is because they have a quiz that allows me to choose the correct products for MY skin type - amazing!
ADVOCACY
Ok, I have been using my Frank Body scrub for a month now and I am OBSESSED! I need to tell all my friends about this miracle product. First things first let me go and post in some Skincare groups to let them know. I’ll also take a quick cheeky snap of myself in the shower with the scrub on and post on insta with the hashtag #frankbod.
You’re now across the ins and outs of a marketing funnel. Now it’s time to construct your own OR if you’d rather hand it over to the professionals, The Social Lab specialises in constructing sophisticated ad funnels to encourage a high clickthrough rate, increase average order value and maximise conversion rate. We've worked with businesses across the globe, generated over $400 million NZD for our clients and currently manage a portfolio with one of the highest Facebook and Instagram ad spends in Asia Pacific ($20 million in the past year alone).