Challenge:
Marketing In-House Struggles and the Need for Consistency
Close by Me, a distinguished custom cremation jewelry company with a high Average Order Value (AOV), approached us through a client referral. Despite handling marketing in-house, they encountered challenges in expanding their brand and sought greater consistency to support team and operational growth. The owner emphasized extreme sensitivity in communication, given their clientele—individuals coping with recent loss.
Solution:
Mindful Communication and Strategic Brand Enhancement
Committed to utmost sensitivity, we swiftly addressed the challenge by crafting compelling copy and product-centric creatives. Our strategy showcased a variety of styles and hues, emphasizing the deeply personalized nature of Close by Me's process. Introducing customer reviews for the first time, we focused on weaving impactful storytelling into their brand narrative, recognizing the importance of authenticity and connection in this delicate market. Our approach aimed to avoid an overly salesy tone.
Result:
November Success and Remarkable Revenue Growth
The impact of our approach was swift and significant. November emerged as their best month, even without Black Friday and Cyber Monday (BFCM) sales. The revenue surged by an impressive 50% in just 60 days, demonstrating the effectiveness of the revamped strategy. Notably, the company maintained a robust 10X Marketing Efficiency Ratio (MER) on their advertising spend throughout this transformative period.
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This case study showcases the power of sensitivity in marketing, particularly in an industry catering to individuals navigating the profound experience of loss. By adopting a thoughtful approach, Close by Me not only achieved remarkable revenue growth but also strengthened its brand presence, fostering lasting connections with a clientele that values authenticity and compassion.