How to make an advertisement for curtain sewing group. The best examples of product advertising

There is no shamanism or magic in Internet marketing today. The crowd of slackers feasting on holes in search engine algorithms is over. The magic gates of SEO have closed, and now good and long-term results in promotion can only be achieved in one single way - conscientious daily work over the site and its content. It was this principle that was used as the basis for promoting the client site from our today’s case. Read below about the results this led to.

about the project

Client: The Wallpaper and Curtains company specializes in providing goods and services in the field of room decoration. Main areas of work: design and sewing of curtains, sale of wallpaper, cornices and blinds. The company has been operating since 2007 and has three offices in Russia: one in the Moscow region of Orekhovo-Zuevo (the main one), the second in Moscow and the third in Sochi.

The target audience: Women from 25 to 55 years old, married, with children. As a rule, wealthy people because beautiful and expensive curtains are usually ordered when the main life problems have already been decided. Most often, the wife makes the choice herself, and the husband pays. Men themselves, as a rule, are not interested in curtains, because... they value rigor and practicality in design more. While women, on the contrary, prefer lush beauty and sophistication.

Terms of cooperation: April 2013 to present


The client contacted our agency in April 2013. At that time, he had a simple website that was not at all geared toward sales with basic information about the company and the services it provides. Search traffic was 2-3 clicks per day.


Heard about us from friends (he had never been promoted to an agency before us), read our blog, believed in our working methods and ordered website promotion. As it turned out later, he made the right choice - literally six months after the start of work, Yandex canceled link ranking and many sites promoting themselves in cheaper and less labor-intensive ways found themselves at serious risk.

What have we done during the period of cooperation?

Our work with the client “Wallpaper and Curtains” lasts just over a year and a half. During this time, we managed to significantly increase search traffic and sales from the client’s website ( exact numbers we will give at the very end of the case). What exactly did we do to achieve these results? Let's take it point by point.

1. We collected the widest possible semantic core

From this point begins the promotion of almost any project in our agency - the collection of an extensive semantic core, which includes the entire range of search queries (not only high-frequency, but also - of course! - mid- and low-frequency). Initially, we managed to collect a little more than 1,300 queries for this client, later new queries were added to them every month for a year and a half (every month a new low-frequency frequency appears in the search, and it must be monitored and worked out), as a result, the semantics of the site grew to 2,000 queries, and this figure will continue to increase.

2. Created a relevance map

After collecting the keys, they need to be scattered across sections. To do this, we create a so-called relevance map - a file in Excel format, which reflects all the pages of the site (already existing, as well as those that will only be created), search queries that should be processed on these pages, as well as search queries, which must be present in H1, Title and Description. Thanks to the relevance map, we are able to avoid confusion and random errors - copywriters always know exactly what keys need to be worked out on the page even before writing the text, which allows them to build their composition so that it turns out not only well optimized, but also interesting for real users. And SEO optimizers always have a “complete picture” of the site at hand.


3. Developed a content marketing strategy

After studying the client’s business, analyzing the target audience and competitors’ promotion strategies, we compiled a detailed content marketing strategy. It was decided to write 15 articles per month and, if necessary, replace some of them with sections. Sources of ideas for content: popular queries on Wordstat, thematic printed magazines, foreign resources (especially those dedicated to fashion trends in a niche), competing sites.

Types of text materials: articles with useful tips, creative ideas, cases, a series of articles on the topic “from the life of a designer” (interviews, photo reports with participation in various projects, events from the life of the company, personal advice and recommendations), “selling” materials (which talk about the advantages of the company and its services). Language style: artistic using large quantity linguistic means, lexically rich.

4. Created a lot of good content

Articles with tips

  • “We understand the quality of fabrics (natural, synthetic, artificial)”

Articles with creative ideas

A series of articles “from the life of a designer”

  • “Curtains in questions and answers: what do designers most often ask? »

"Selling" articles

  • “Why is it better to call a designer to your home than to go shopping? »
  • “The advantages of buying curtains in a specialized salon compared to large hypermarkets”

Cases

Two landing pages for the most important services for the client

In May 2014, together with the client, we decided to conduct an email newsletter once every 2 weeks. Subscribers were collected (and continue to be collected) exclusively using the subscription form in the site header, so the size of the base is still very small - just over 100 people. Topics we write about in our releases:

In parallel with the creation of content, work was carried out to improve usability and optimize existing content.

Not finding information about prices, most users leave the site. Therefore, the first thing we did as part of improving usability was to create and post a detailed price list for all services so that site visitors have the opportunity to estimate the cost of the work they need.


6. Raised the block “Price from...”

On pages with services, a block with price information was located at the very bottom of the page. We raised it to the top so that the user can immediately navigate the cost of a product or service. Also, next to this price, we have added a “Prices in detail” button, leading to the full price list, where the user can see the prices for all types of services.


To increase conversion on the site, we drew and added two CTA buttons to the header: “Order a call” and “Call a designer.” We set goals for them.


8. Implemented basket functionality for the section with cornices

To increase conversion, it is very important that users have the opportunity to independently explore the store’s assortment, choose the product they like, calculate the cost and place an order without calling a company consultant. Therefore, for the section with cornices (the only direction of goods that the client is ready to sell using this system), we immediately added such an opportunity.


9. Improved header layout

We added three elements to the header: buttons for all popular social networks for quick access to company accounts, a newsletter subscription form for more efficient database growth, and a site search for more convenient user navigation.


10. Made a banner for the main page


11. Conducted several events

We implemented several promotions with the ability to print a discount coupon. Example of shares: one and two. The goal is to increase conversion.


12. Implemented photo sliders

We added sliders with product photos to the most popular landing pages to give the user a visual idea of ​​the range and quality of the company’s products and, thereby, increase conversion.


13. Implemented a slider " Last works»

In the “Gallery” section, we implemented a “Latest works” slider so that the user could get acquainted with the quality of the company’s work and be convinced of its professionalism.

We created a section with reviews and made it visible from all pages of the site in order to increase user trust in the company and evaluate the level of its service.


15. Created a section “Latest on the blog”


16. We made captions for photos from the “Gallery”

In order for pictures from the “Gallery” section to participate in the search and be ranked according to low-frequency queries, we came up with captions for them based on the principle “what I see is what I write.” Due to this, we significantly increased traffic from images.


17. Registered the site in Yandex.Catalog

Registered the site in Yandex.Catalogue (paid placement) for faster ranking in Yandex, increasing TIC, traffic and trust in the site.

18. Expanded the “Contacts” section

We added addresses, telephone numbers and Yandex.Maps of all company offices, full company details and scanned copies of certificates. Due to this, we improved commercial ranking factors and increased trust in the site on the part of both search engines and potential clients.


As a result, we got a more beautiful and clickable snippet in the search results.


20. Posted scans of thanks

In the “About the company” section we placed scans of gratitude addressed to to CEO companies for their participation in charity. The goal is to increase search engine confidence in the company and the site in particular.


In the “Products” section we placed icons for each product area.

We implemented the ability to leave comments in the “Blog” section.


To receive social signals and more effectively distribute content, we added sharing buttons to the site.


24. Screwed jivo-site


25. Implemented a tag cloud

We implemented a tag cloud in the “Blog” for ease of user navigation, because Quite a lot of articles have accumulated during our cooperation.


Important Note

Apart from the work listed above, no other lead generation activities were carried out. Contextual advertising didn't do it. There were no advertisements on radio or TV. All clients received during the period of cooperation came through three channels: 1) word of mouth, 2) website and 3) one single banner at an intersection in the city of Orekhovo-Zuevo.

Traffic results





Results by leads

Here we immediately need to give a short comment. Since the market is local, it is quite difficult to track sales from the site. Very often people study the site and then come to the store, i.e. in fact, most applications come from offline (in this article, by the way, Denis Savelyev explains in detail why this happens). For obvious reasons, we will not give a specific figure for the client’s total sales. But sales have increased, and quite well (it’s not for nothing that the client has been promoting with us for more than a year and a half), approximately 3-4 times. The number of applications directly from the site during this time was 66. And this does not take into account calls to the office, requests to jivo-site and direct visits to the company’s office.

Honest promotion brings results

The methods by which we promote our client’s website “Wallpaper and Curtains” are very simple and known to everyone, but they are still used by a very small part of the market. And really, why? After all, the links still work. Cheating behavioral – no, no, and it will work. These methods are cheaper, and the effect comes much faster than from painstaking comprehensive promotion. The only thing that people who choose this path miss is: possible consequences. Yes, you might get lucky once. And the second one. And even the third. But will this continue forever? Very unlikely. Search engines are improving their algorithms every day, and very soon (before you even have time to blink an eye) they will learn to find all your loopholes with high accuracy. Therefore, it is better not to take risks and immediately choose those promotion methods that will definitely bring you results. And finally, a symbolic picture. This is what webmasters who violate search engine requirements look like in our eyes:

Attention! Prices and promotions in the video may not be current and are not public offer. For current prices and promotions, check the website

The product is sold in assortment. The type of tulle fabric (chiffon or voile) and photo curtains (gabardine, satin) when ordering depends on the availability of the product range in the warehouse.

Are you tired of your usual home environment? Do you want to refresh the interior of your favorite room without resorting to expensive renovations and buying new furniture? Set of photo curtains “Golden temptation (mood)” will give your bedroom or living room a luxurious, respectable look. At the same time, they will not only decorate your window, but also provide a feeling of coziness and comfort in any weather. After all, sometimes it’s enough just to hang the curtains to “isolate” from cloudy everyday life.

Time-tested luxury

Curtains are made from thick fabric, used in sewing expensive curtains. The peculiarity of the canvas is diagonally weaving threads at an angle of up to 60°. The wrong side is smooth, and the outer side has a slightly noticeable relief pattern called a diagonal rib. All this gives the canvas a number of useful properties:

  • The canvas acquires high density, maintaining softness and airiness. An atmosphere of lightness is created, while the space visually expands.
  • Withstands up to 500 washes and even more proper care. The product is created to please you with its appearance for as long as possible and create Summer mood in any season.
  • Keeps its shape perfectly: does not stretch or wrinkle during use, as well as after washing. As a result, the curtains do not need ironing.

After purchasing, there is no need to hem anything - the kit is immediately ready for use.

Exclusive model

The unique design of the curtains was developed specifically for the Top Shop TV store. Such beauty is sold only here! An incredible bouquet of delicate roses is applied to the surface of the canvas using 3D printing with rich colors. A 3D effect is created: the drawing looks as if it were alive and amazes with the accuracy of the details. The color scheme is good for any apartment. Curtains are especially suitable for dark rooms, since light is scattered when it hits the fabric, making the room brighter and more spacious.

Nice bonus!

When purchasing photo curtains “Golden temptation (mood)” you will receive airy tulle as a gift! The product perfectly completes the composition, creating an atmosphere of comfort and luxury.

20 IMPORTANT SECRETS on how to attract clients different ages. Every curtain designer should read this article.

Our clients are changing, another generation is growing with its own ideas and demands. “The client went differently,” became a typical complaint from an experienced designer. How to remain successful and get clients of different ages?

Modern companies use the theory of generations for this; they offer each generation their own approach, their products, design, and service principles. Today we will look at the main postulates of this theory and how to apply them in the curtain business.

07/17/2014, Business

First, briefly about the theory of generations.

WHAT GENERATIONS ARE THERE?

A generation is people born within a period of 20 years. We now have three key generations in our country that are important for the sales of custom-made curtains:

Post-war generation (1943-1963). The American name is baby boomers, due to the peak of the birth rate.

Generation X – “Pepsi generation” (1963-1983).

The largest generation now is generation X. It is gradually replacing the baby boomer generation, and now it is generation X that is in key leadership positions.
But in Lately More and more purchases are being made by generation Y, to which adult salespeople are not yet accustomed and often do not understand how to effectively sell to them.

We will not go deep into the theory of each generation; we will highlight only the most important for work and attracting clients.

POST-WAR GENERATION (BABY BOOMERS), AGE FROM 51 TO 71 YEARS.

Their slogan: “Inexpensive, but rich.”
This generation has been through a lot, so it is important for them to emphasize that everything is fine with them.

WHAT DESIGNS ARE BABY BOOMERS LOOKING FOR?
Curtains for baby boomers should look more expensive than they actually are. They should attract attention and be “elegant”. It’s no wonder that complex lambrequins are especially loved by this category.

HOW BABY BOOMERS CHOOSE
They usually take a long time to choose, they can go around many salons. At the same time, already in the salon they can continue to compare prices, composition, country of production, colors, etc. for a long time. The interior of the salon is not as important to them as the service of the consultants.

HOW TO SELL CURTAINS TO THOSE OVER 50
Surround them with attention, they appreciate it.
Give them the opportunity to choose and compare. Offer options from different collections, pay attention to the variety of options.
Offer spectacular fabrics, bright colors, complex pattern or shine.
Give them the opportunity to save some money. Show something similar, but a little more cheap option fabrics.
Show them examples complex structures curtains that immediately catch the eye.
Key phrase: “curtains should be beautiful.”

GENERATION X – “PEPSI GENERATION”, AGE FROM 31 TO 51 YEARS

Their slogan: “Especially for me.”
This generation values ​​independence and individuality. It is important for them to emphasize their status, their belonging to people of a certain level.

WHAT DESIGN GENERATION X IS LOOKING FOR
Non-standard is important to them. For them, custom-made curtains are an opportunity to emphasize their own individuality. At the same time, ostentatious luxury no longer interests them. If the fabrics look modest, but it is an elite collection, they will be quite happy with it.

HOW GENERATION X CHOOSE CURTAINS
The status of the salon is very important to them, so they first of all look for the “most decent” salon. They prefer large salons and large shopping centers. Having already trusted the seller, they make a choice based on fabric, design, and cost. They love independent choice. They value brands as a way to emphasize their status.

HOW TO SELL CURTAINS TO THOSE FROM 30 TO 50
Don't force it. Give the opportunity for free choice.
Draw their attention to brands, logos and country of manufacture. Tell stories about fabric manufacturers, they value legends.
Ask about preferences, don’t impose yours. This generation values ​​their own opinions very much.
Emphasize the level of the salon, mention stories with status people. “One of the clients was the owner of a car dealership, they wanted curtains to match the color of their car...”, etc.
Most importantly: offer designs with individual solutions. It must not be like everyone else!
Key phrase: “curtains should give you pleasure.”

Their slogan: "It's so funny."
Most likely, the player will not come to a standard salon. He will find a designer online or learn about a beautiful, unusual “designer boutique.”

WHAT DESIGNS ARE GENERATION Y LOOKING FOR?
They care about trends: vintage, environmental friendliness. They don’t care about brands and status; it must be interesting, unusual or popular.

HOW GENERATION Y CHOOSE CURTAINS
First of all, the Internet and social networks. They come to shopping centers to have fun. If something unusual catches their eye, they will start choosing. If one of your friends has already ordered curtains from you, they will make the choice easily. They don’t like impositions from sellers; they like to make their own choices.

SO: HOW TO SELL CURTAINS TO THOSE WHO ARE UNDER 30
Be an expert, not a salesman.
Make the selection process fun. Report interesting information, entertain.
Focus on fashionable topics interesting designs, designs.
Highlight natural and eco-friendly fabrics.
Use something that can cause surprise. Not necessarily related to curtains, for example an unusual vase, business cards, etc.
Use loyalty programs like “a big discount for your friends when ordering curtains from us.”
Key phrase: “curtains are not a boring rag on the window.”

A well-written text of an advertisement with the obligatory inclusion of psychological elements makes it possible to provide potential consumers with information about a product, service, as well as planned promotions. The most advantageous offers for customers about discounts, gifts for purchases, holiday events accompanied by prizes will not be effective and will not attract the expected number of customers without organizing their information.

How to attract buyers

To achieve success in promoting a product or service, you need to effectively declare the subject of your business activity.

Timely drawing attention to planned marketing activities will increase the effectiveness of their implementation among numerous potential clients. Advanced entrepreneurs take advantage of the modern capabilities of specialized Internet platforms. They allow you to quickly, and in some cases for free, post current news in specialized services and in in social networks. All resources provide the opportunity to select target audiences based on interests. If you already know your target audience, you can order printing of your brand or slogan on clothing from FairPrint, which will undoubtedly be effective in attracting attention to your product or activity.

Features of advertising text

  1. The headline should reflect the essence of the trade proposal, as well as the benefits of cooperation. There must be an element of intrigue.
  2. The text part should take into account all channels of human perception and detail the advantages of the proposal.
  3. Text advertising must take into account the interests of the target audience for which it is intended.
  4. The use of specific facts and precise information expressed in numerical terms is encouraged.
  5. The product should be concise and not intrusive.

Algorithm for presenting information

Customers' interest in a product is directly dependent on the way information is presented. His choice depends on the social affiliation of the citizens for whom the product or service is intended, and on the place where the advertisement is published.

Best examples advertising texts contain a bright headline that is informative. They are characterized by clearly formulated rules for the promotion and price parameters of the product. And the offer to purchase is always veiled and expressed in the form of a motivating offer.

The advertising text for any product can be published on social networks, on specialized platforms, on your own website, in newspapers and magazines. Placing it on billboards is effective. Distribution to the mailing addresses of regular customers and, through patronage, their acquaintances is effective.

Read also: How to become rich and successful person from scratch

Before creating your advertising brainchild, you should study various examples advertising a product for the purpose of copying best ideas, which are a feature in the product in question. To compose your own advertising, you should first think through all your wishes, as well as compile a list of information that was relevant and useful at the time of creating the brand.

A marketing model must be chosen based on the advertised product and the target audience that might be interested in it. In this case, only one parameter of the model should be taken into account, aimed at activating attention, understanding, desire, and, as a consequence, actions. The technique of identifying with a well-known brand has a good effect.

By adding a unique style to your advertising, you can give your entrepreneurial idea an exclusive image, which will ensure product recognition and significantly expand the target audience. The use of slogans will add an element of originality and uniqueness, and a well-written text structure will allow you to quickly achieve the desired effect.

When advertising is ineffective

Advertising is a powerful sales tool. However, if used incorrectly, it can ruin the reputation of a business entity. It must reflect truthful information. It is unacceptable to embellish events, or additional services, which are not relevant for the advertised product. There is no need to intrusively attract the buyer; this always creates the impression of lack of demand in the market for similar goods or services. You need to be able to masterfully present relevant information. If this rule is violated, all marketing and advertising efforts to promote your product are doomed to failure.

Determining the target audience

In advertising activities, it is important to competently determine the target category, since this parameter has a direct impact on the effect of the information offered for review. Its main feature is that it belongs potential client to a certain social status, age, gender, place of residence.

Advertising stunts

Advertising is necessary so that a business entity can stand out among thousands of similar companies with their own offers. To do this, it is not enough to simply tell your potential consumers about the availability of a quality product and encourage them to buy it. To attract the attention of customers, it is recommended to use several marketing schemes, following which allows you to advertise correctly. This will ensure maximum results from its publication. Promotion methods such as a unique selling proposition and the classic sales model, in which the buyer is accompanied at all stages of the purchase, are popular.

Owning a business selling curtains can be very successful. The profitability of the average curtain salon is at least 100 thousand rubles per month. Of course, not everything is so simple, and reaching the break-even point of sales can take more than one month. In many ways, the determining factors for success are the location of the outlet and the level of competition in the city...

Room

The best location for curtain salons is shopping centers. What is important here is both high traffic volume and the presence of solvent clients, of which there are plenty in every shopping center. It’s even better if it’s a point on the same floor with furniture showrooms. In this case, you get the most targeted audience. You can start with small areas - 20 - 30 square meters. m. Still, rent in a shopping center is not the cheapest and for such an area you will have to pay about 50-70 thousand rubles per month.

Opening a point in residential areas is not the best solution, although rent in such places is much lower. The whole point is that the client audience is too small and this requires large investments in advertising, even higher than in mall. The only exception is large areas of new buildings.

Range

It is necessary to spend from 300 to 700 thousand rubles to create an assortment of goods. This largely depends on the size of the room: what larger area point of sale, the higher the cost of purchasing goods. Empty shelves scare away the client, so if you have a limited budget, it’s better to rent small room, so that it is possible to fill the retail space of the store thoroughly. The main range of the curtain salon includes the following products:

  • curtain fabrics,
  • ready-made curtains,
  • blinds,
  • cornices,
  • fringe,
  • brushes, grips,
  • accessories for curtains.

If you have a limited budget, you may not need to purchase a large assortment fabrics: at the beginning of your business, you can sell goods based on samples, which can be collected in countless quantities from wholesale suppliers. In the assortment of ready-made curtains, you can offer the client a whole range of products:

  • classic curtains- straight hanging fabric combined with tulle. This is the most popular product. Average price – 2,000 rubles;
  • Photo curtains are not for everyone. A more expensive option, unlike the classics. Average price – 4500 rubles;
  • Japanese curtains are also not for everybody. These curtains are more like screens. Japanese fabric curtains light and moves along the window using a mechanism. Average price 1500 rubles;
  • Italian curtains. Such curtains do not move apart and are rigidly attached to the cornice. They are often used on doorways. Average price 1200 rubles;
  • Roman blinds are still exotic. They are a strip of fabric stretched over a rigid structure attached to the ceiling. The average price is 1200 rubles.

Staff

The main employees of the salon are sales consultants. A small salon only needs two of them to work on a 2/2 shift schedule. In addition to sellers, a designer is needed - a person who will visit the customer’s home, offer design options, take measurements, and so on. It is not necessary to have a designer on staff. You pay the person only for the departure, adding a percentage for a successful order. The installer of ready-made curtains and cornices works on the same principle. When expanding your business, you can hire a couple of seamstresses and open a real sewing workshop. Thus, you can carry out not only your own orders, but also work for other outlets.

Advertising

The most effective methods for advertising may be a bright advertising sign in front of the entrance to a store or on the wall of a shopping center, handing out leaflets in front of the entrance to a shopping center, as well as advertising on the Internet. The site will work most productively in major cities, where many products and services are often found via the Internet. For example, a report on the number of requests “buy curtains in Novosibirsk” tells us that after only one search engine Yandex is looking for this product in Novosibirsk about 1,100 people per month:

The site can perform several functions: representative and online store functions, as well as for ordering a designer at home. Creating your own website and promoting it in search engines will cost between 50-70 thousand rubles.

Finding clients is the most difficult part of business for new salons. Therefore, before starting a business, you should think very carefully about your client base. Giveaways can help you express yourself advertising brochures through mailboxes in new buildings and private houses (we select only elite areas), as well as active work with the design community of your city. You provide the designer with a portfolio of your work, interest him and agree on a percentage of each completed job. As a rule, the designer takes 10% from each completed order.

Curtain salon business plan

Let's calculate the approximate efficiency of a curtain salon opened in a shopping center on an area of ​​30 square meters. m.

Starting investments:

  • Room design – 100 thousand rubles.
  • Retail furniture – 100 thousand rubles.
  • Creation of a product range – 400 thousand rubles.
  • Advertising (signboard, website creation) – 100 thousand rubles.
  • Reserve fund – 100 thousand rubles.
  • Other organizational expenses (registration of individual entrepreneurs, delivery of goods, etc.) – 50 thousand rubles.

TOTAL – 850 thousand rubles.

Fixed monthly expenses:

  • Rent of premises – 50 thousand rubles.
  • Wage+ insurance contributions (3 people) – 80 thousand rubles.
  • Tax (UTII) – 10 thousand rubles.
  • Other expenses – 15 thousand rubles.

TOTAL – 155 thousand rubles.

Income:

  • The salon's average bill is 3,000 rubles.
  • Trade margin – 100%
  • The average income from one sale is 1,500 rubles.
  • The average number of sales per day is 5, respectively per month – 150
  • Income per month – 225,000 rubles.

Hence the profit of the salon: 225,000 – 155,000 = 70,000 rubles. The return on investment, taking into account the time to promote the business (3-4 months), will come after 14 months of work.