Results of activities in the field of quarterly marketing management (strategy development + implementation)

The average conversion rate during the implementation was the higher in last 24 months in the online store, and after two months was 35% more than the previous year performed by the client, The sales in the e-store increased by 16 % higher revenue with a 50% lower marketing budget, the average order among was 10% more and e-commerce conversion rate was 9% higher vs previous dates.   

The main business website for salon owners with franchising goals gets 10% more new visitors, + 42% more website organic traffic, and a 21% higher amount of sessions versus last year.  

Social media marketing increase in the number of e-commerce conversions supported by social networks with the results: + 173%, the number of sessions from this source + 493% compared to the previous dates, + 560% of product clicks, + 260% sale on online shop from social media funnel, 50% of posts in the top 6 in the last two years in terms of engagement and the number of new followers growth + 61%, return visitors: + 18% Fan Page and +44% Instagram vs previous dates. All are based on a lower budget.

Context:
Lart Nails, a renowned manufacturer in the nail products industry, sought to elevate its brand presence and connect with two distinct target groups: individual consumers (B2C) and professional partners (B2B) in Poland and Europe. The main goal was to develop tailored marketing strategies and creative campaigns that resonated with each group.

Challenges:

• Balancing the needs of two distinct audiences—beauty enthusiasts and professional salon owners.
• Expanding brand recognition among consumers while organically growing the network of partner salons with 50% lower advertise budget.

My Role:
As a Marketing Director for the project and Creative Campaign Producer, I led the strategic and creative vision for the brand. My responsibilities included:

• Crafting separate yet interconnected strategies for B2C and B2B audiences.
• Managing the production of visually compelling campaigns for social media and marketing materials.
• Performance marketing
• Leading efforts to create new product collections, brand storytelling, and educational content for partners.

Approach:

1. B2C Strategy:

   • Social Media Management, Social Media Advertising:
     Directed the brand’s social media presence to engage beauty enthusiasts, focusing on vibrant and aspirational content.
   • Creative Collection Concepts:
     Designed full concepts for nail polish collections, including unique names, compelling descriptions, and clear messaging to highlight product benefits and trends.
   • Consumer-Focused Campaigns:
     Produced visually striking social media campaigns that showcased the collections’ aesthetics and versatility, fostering excitement among followers.

2. B2B Strategy:

   • Educational Online Training:
     Conducted cycles of online training sessions on social media, targeting salon professionals and distributors. These sessions provided valuable product knowledge, techniques, and business insights.
   • Email Marketing Campaigns:
     Designed and executed email marketing strategies to organically grow the network of partner salons. Focused on value-driven messaging, promoting educational content, and incentivizing salon collaboration.
   • Trade Show and Distributor Support:
     Supported partner salons with tailored materials for trade shows and events, ensuring consistency in brand representation.

Results:

• Social Media Growth (B2C):

  • Social media marketing increase in the number of e-commerce conversions supported by social networks with the results: + 173%, the number of sessions from this source + 493% compared to the previous dates, + 560% of product clicks, + 260% sale on online shop from social media funnel, 50% of posts in the top 6 in the last two years in terms of engagement and the number of new followers growth + 61%, return visitors: + 18% Fan Page and +44% Instagram vs previous dates.
  • Generated high interest in new collections, resulting in a significant uptick in product sales.

• Partner Network Expansion (B2B):

  • Grew the network of partner salons by through organic outreach and educational initiatives. The main business website for salon owners with franchising goals gets 10% more new visitors, + 42% more website organic traffic, and a 21% higher amount of sessions versus last year.  
  • Improved salon retention and loyalty through tailored support and ongoing communication.

• Sales Growth:

  • The sales in the e-store increased by 16 % higher revenue with a 50% lower marketing budget, the average order among was 10% more and e-commerce conversion rate was 9% higher vs previous dates.   

Lessons Learned:
Clear messaging, creative campaigns, and educational content proved to be powerful tools in building lasting relationships and driving business growth.