Abstract

My mother has a beatiful boutique in Munich. The kind of shop that are getting really rare lately. Customer come in and do not see the stereo kind of products you see in ZARA no matter which city you are. It is a unique experience.

It has been existing for over 30 years now. Besides having regular clients she struggles to acquire new customers. I started to promote her services and products on social media platforms and for now the results are great.

Introduction

Lately, I got confronted a lot with digital marketing. My company, I am working for, is not really a digital marketing agency, but we got a separate department doing creatives, choosing the right channels to broadcast the content and actually creating content. Since our company is quite short with employees at the moment I help the other department from time to time and already learned a lot.

I work for the business side which means I track KPIS of marketing campaigns but also do management consultancy. Lately we design an ecosystem with the help of platformization which I talked about in my last article.

Case

Anyway, today I want to talk about my mum. She has a small boutique in Munich selling high class fashion and accessories for woman. The target group are women with the age of 35+ who love fasion.

Her clients love my mom

Especially for the great services she provides. Customer get a free coffee or prosecco to have a great shopping experience.

Furthermore, there is always someone able to help the customer to find a suitable stylish outfit.

What customer really appreciate about her store is that she and the employees take their time to find perfect matching clothes for their types. They get a detailed fashion consultancy which most really appreciate.

Above all, my mum hosts different types of customer events [e.g. fashion shows, theme parties where she invites bands or workshops where clients can learn something]. Every event is different which regulars value really high and most of them show up to nearly occassion.

Photos of her latest fashion week

My mother and a coworker preparing for the fashion show

One model presenting the fashion to the audience

Another model presenting the lates fashion

** Those events are also extremely appreciated because customer experience something which they normally do not.**

BUT

Her shop is located in a district in Munich which cannot be seen as downtown. It is based in an old district of Munich called Pasing. I think a small city within the city describes Pasing the best. It's isolated from the BIG downtown turmoil.

But that also means she does not acquire new customer that easy. In other words, she is rather unknown although her shop already has been existing for 30 years.

She already triedposter advertisement in the near located train station. 100k people are using this train station every day. So, people are exposed to her pictures and ads.

The downside of the poster advertisement is that it is extremely expensive and not that much people came to visit her in the shop.

Now I come into the picture

I told my mother that we have to promote her services in social media. We focus with high attention on Instagram her account and also promote the posts on Facebook.

Her Account

Since she is a unique woman with a lot ideas, I was sure that creating content for the channels would be the least problem.

In the beginning I just gave her some advice and let her do the work. Things did not turn out as good and last week I decided to her social advertisement completely for now.

We created a creation schedule so that she always knows what she has to do on a specific day (content creation). On Monday for example we post the outfit of the week. The customer sees a picture of the fashion and when you swipe one page further you see a video of my mother explaining which type the outfit suits best and with what you can combine it to look superb.

We did that for every working day 😊

Starting as the social media manager :D I said we advertise her content in the area of Munich (8 km. around her store for woman age 30-65+ with interests for fashion.

Furthermore, I started to comment in a personalized manner every now and then on profiles, which would fit in the target group. Example: Hey your outfit looks marvelous.

In order to not destroy the sparkle of the comment, I did not mention that the target person should check out my mothers’ profile and should visit the store. People will get interested on their own and will click it to a higher percentage when you are just nice 😊

Results

Being 1,5 weeks in, I could already increase the number of followers by 58%. We only have 158 persons following at the moment but you have to start from somewhere.

We turned her personal account to a business Instagram account, so customer can easily write an eMail, call or watch her website. During that period 8 people clicked on the website and she received 1 E-Mail of a potential client.

Some figures

For the ad, we received 5 bookmarks, meaning that the person saved the profile, to come back at it later.

No person in the store mentioned so far that he or she came from Instagram but my mother already told me she already saw some new faces.

I will be happy to show some more insights in the following weeks / months if you guys are interested.

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I wanted to share this because overall it is not that hard to invest some time into social media to promote your product or services.

Maybe some of you are also interested in following my mothers Instagram account ;)

In case you have any questions you are very welcome to post them in the comment section. I would appreciate if you leave an upvote when you liked the article.

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Cheers and a super week,
Max