Like all non-essential UK retailers, Keith Scarrott shoes closed its doors at the start of the second lockdown on November 5.
Well prepared with their learnings from the first lockdown, Keith Scarrott got ready for social media success. From a spend of only £200 and a well-established email list, the business launched a flash sale with 45% to celebrate 45 years in business.
The results exceeded their expectations.
They saw an increase in year on year orders of 11,367% and delivered an ROI of over 250 times on the £200 social media ad spend in just 6 hours.
Here we show you the ten steps they took to achieve this result. Any business can do this.
Step 1: What was the business goal?
With only one physical store, Keith Scarrott launched its online presence on Shopify three years ago. Keith Scarrott Shoes knew it was locking down again, and it knew it was capable of delivering sales despite lockdown, online, with its learnings from the first time around. Their goal was to increase sales with a generous 45% discount on the first day of lockdown for a very limited time period of 6 hours. And they smashed it.
Orders on 5 November 2020 vs 5 November 2019
Step 2: Telling the Keith Scarrott story
As the business is celebrating its 45th birthday in 2020, Keith Scarrott launched a flash sale offering a 45% discount for six hours on the first day of lockdown. Keith Scarrott is a family run business at the heart of the community and CEO Sophie is in the shop everyday. It’s Sophie and her small team that sends emails, chats to customers online and in-store, packs orders and delivers them. The flash sale was no different, with click and collect orders packed by hand and clear guidelines presented on how to pick them up, and how long the click and collect service would be continuing. Being personal allows Keith Scarrott and any business to build deeper relationships with customers. Be human, people invest in people, especially when it comes to local and independent businesses.
Step 3: What did Keith Scarrott want its audience to do?
Keith Scarrott wanted its customers to shop in high volumes over a short period of time with the introduction of its online flash sale. Organic social, paid ads and email all drove traffic to the website with a discount code.
Step 4: How does Keith Scarrott engage with customers?
Keith Scarrott doesn't’ just engage with comments and feedback on its own pages or in its own inbox. The business proactively engages with other conversations such as on other local business pages, or in the conversation about place. This approach not only demonstrates a commitment to other businesses and pride in place, but the business benefit of this is that it increases the likelihood of someone who doesn’t know you or your brand, checking out your own social media profiles. When this happens on a Facebook or Instagram profile, Facebook captures the details of that user. Even though those details won’t make the customer identifiable to you, it does mean that if you’re advertising you can then build a custom audience to target anyone who’s engaged with your content or even simply visited your social media page. This tactic paid dividends with this campaign.
Step 5: Who did Keith Scarrott need to engage?
Keith Scarrott has been building its social media audience for a few years now. And while the team are usually busy engaging a local well heeled, fashion forward, and stay at home mum audience, they've started to branch out; something they did very successfully over the first lockdown. Keith Scarrott achieved this through their previous investment in community engagement - this included competitions and regular banter with the wider Cheltenham business community on social media. The results of this campaign were a result of the loyal following that they have built up. Great content and engagement pays off. Reaching new audiences has put Keith Scarrott in a great position to talk to new customers and build relationships with them, especially when it comes to defining its advertising audiences.
Step 6: Where did Keith Scarrott need to engage and how did they do it successfully?
Keith Scarrott is active across Facebook, Instagram and Twitter. The business knows its customers are predominantly active on Facebook and Instagram and engage with them there the most. The business has spent the last three years creating social media conversations that engage its audience organically and really know what works for it and its audience. By knowing what works for its audience, Keith Scarrott is able to invest the majority of their efforts, including their advertising spend in the right place. Focus your efforts on where your customers are, and where they engage with you the most. The Maybe* See What Works report will help you figure this out for your business.
The Maybe* see what works report for Keith Scarrott showing the content and engagement with it November 2 - November 9
But it wasn’t just on social media that Keith Scarrott wanted to engage. They wanted to connect to customers via their email newsletter too. Using email, paid ads, and organic social media with aligned creative meant the campaign was joined up. See how the email creative for the Flash sale followed in the footsteps of the social activity and expressed the time limit of the campaign to create urgency:
Keith Scarrott is famed for their luxury and individual footwear, and their creative reflects this. When you create organic social media posts or paid, and whatever the story you are telling, your creative should be on brand, and instantly recognisable as you no matter where you are placing it. Keith Scarrott have been mastering social media for a while now and they know to use the right type of creative for the relevant social media or marketing platform. Always use images in the optimum sizes suggested. By all means use the same creative across your touchpoints, but make sure you get the right dimensions especially if you are advertising. Canva is a free and easy tool to use to get your social assets shining.
Step 7: Who or what else are your customers distracted by and interested in?
Keith Scarrot monitor other shoe brands and also keep an eye on high end fashion like Gucci as inspiration on their creative. They do this via Maybe*. If you’re wondering who your competitors are up to, use the Maybe* Insight builder. It will show you exactly what the competitors you are monitoring are up to, and what's working for them. You can also add other local businesses or businesses you think you might share customers with to learn from them too.
To see if other businesses like yours are advertising and who to, sneak a peek. Facebook makes ads transparency publicly available to ensure the users know why they are being targeted. You can check whether other businesses in your town or place, or your competitors have switched on advertising by following the video tip. This is a great way to learn how to make your ads work harder.
Step 8: Mastering advertising
Running ads is not just a case of switching them on, or using that little blue boost button. No one wins with that button except Facebook. Keith Scarrott was able to drive a year on year uplift in orders of over 11,300% with informed advertising targeting that integrated its email audience, and used all the insights and learnings from its organic engagement. First up Keith Scarrott has a Facebook Ad pixel on its website.
Don’t be put off by the jargon. An ads pixel is simply a little bit of code (fancy speak for a random string of letters, numbers and spurious characters), you add to your website so you can track any sales that have happened as a result of your Facebook or Instagram advertising. And don’t worry, no development is required, Shopify, Woo, or Wix websites (among others) simply ask you to paste the code into your website settings. Once you’ve got a Facebook page, you can have a free Facebook ads account which allows you to advertise on both Facebook and Instagram.
Don’t be daunted, Maybe* makes using the Facebook Ads manager super simple.
Next Keith Scarrott defined the types of audience they wanted to advertise to. If you’re using advertising on Facebook and Instagram, your audience insights will really help inform who you should target. You can create three different types of audience within the Facebook Ads manager. Let’s break them down.
Saved - this is easy. This is basically a cold audience, one that has perhaps never come across you before. This audience type allows you to add behavioural and interest targeting; gender and demographic information. So if you want to advertise to women between 25-45 in Blackpool who like shoes, well you can do that. You can then save these down to use again.
In Keith Scarrott case this was kept deliberately very top level and broad so women aged between x & y who are interested in shopping & fashion. Then allow the Facebook algorithm to seek out the best people based on your Facebook pixel event for Purchase.
Custom A custom audience allows you to take your Facebook page and Instagram page and build an audience based on who and how it's been engaged with over a period of time. You can also upload your customer email addresses here, and display ads to anyone you’ve also got on your email list. providing of course the email you have for them is the same they log in to Facebook with. Or you can use data that your Facebook pixel has collected.
In Keith Scarrott case custom audiences were created on their following four assets
Their Facebook page
Their Instagram profile
Their Facebook pixel from website data
Their existing email database - yes you can add this to Facebook!
Again demographic targeting can be applied so think gender, age etc to hone in this audience further.
Lookalike This is the clever stuff. Made easy. So let’s say you have created a custom audience from your email addresses, page engagement or pixel data. A lookalike is where you take a custom audience (and you can only do it on custom audiences) and say find me the top 1% of people in the UK who match my existing custom audience. Facebook will then find all the people in your custom audience, and then look for more people it thinks might be similar based solely on their Facebook activity. Yikes.
In Keith Scarrott case they took the custom audiences described above and targeted the top 1% of the UK who matched the source audience.
Finally Keith Scarrott used retargeting ads. Retargeting is a little trick the Facebook pixel has up its sleeve. Once the pixel is on your site, Facebook will show ads to people who have browsed, but maybe perhaps not purchased; all designed to get people who are showing consideration of your product, to convert. If you’ve ever been followed around Facebook or Instagram by a website you’ve been on, well that’s the pixel in action. The Facebook pixel records the behaviour of anyone on your website and reports back to Facebook. And actually, it's a clever clogs, because it learns as it goes and communicates that back to Facebook. Facebook begins to use that knowledge to decide who and where to show your ad. Meaning your pixel, once firing, will look for the people most likely to take the action you want them to. In Keith Scarrott’s case, making and completing orders.
Step 9: What were Keith Scarrott’s measures of success?
Sales, and a lot of them. The Maybe* Ads manager automatically showed Keith Scarrott which ads were performing the best and recommended which ones might benefit from more investment. Keith Scarrott learned that the most successful ad running was the ad targeting anyone who had visited its Facebook or Instagram profile or engaged with it. Those ads accounted for 20% of the entire flash sale campaign with an average ROAS (Return on advertising spend) of 77 and upwards of 200 on the best performing ad sets.
Join us at the masterclass to learn more about ad sets and targeting.
Step 10: Did the campaign deliver on the original objective?
Absolutely. In six hours, Keith Scarrott had spent £200 on advertising and delivered an ROI of over 250 to every pound invested. With the right Facebook advertising approach, Keith Scarrott was able to execute a campaign which hit the right customers at the right time and in the right place.
Keith Scarrott delivered an amazing result because it knew what it wanted to do, and how to get there. Impressively it did it on just a £200 investment in ads.
This is the result of knowing who you want to advertise to, know who is already engaging with you, and buying from you. You need great social content, great product and a smashing story, and a website.Maybe* is here to help businesses stay connected to customers so you can make more sales.