Van Beem Outdoor Living
Retail3.600 qualified leads
Services
About Van Beem
Van Beem Outdoor Living. A family business that once started in arable farming, grew into a nursery and then garden centre. Now an experience centre with a 10,000m2 showroom where you can experience outdoor living. Are you looking for the latest trends and innovations for luxury outdoor living? Then you have come to the right place at Van Beem Buitenleven.
The challenge
Van Beem Buitenleven had a clear strategy in mind in terms of their marketing. To be seen and found by people looking for luxury, exclusivity, quality and customisation for their outdoor living. In the initial phase, it quickly became clear that the website was not suitable for achieving these goals. After all, being visible on the channels where the target audience is with the right message makes no sense if this audience then lands on a website or landing page that does not match this message.
So back to the drawing board and start at the beginning. The result? A new website that does convey Van Beem's message. The showroom is all about experience and experiencing luxury outdoor living. So the website should also be about this experience.
Challenges and KPI's
- Awareness
- Lead generation
- Setting showroom appointments
Our approach
Facebook proved to be the most important channel for Van Beem to reach its target audience. The funnel within Facebook Ads is divided into several phases. With the first phase being creating brand awareness and reach for Van Beem. A very suitable way of advertising in this phase is through Facebook ThruPlay. With relatively short videos, the viewer is taken into the Van Beem experience. After all, Van Beem is all about the experience! Besides creating brand awareness and reach, we save the viewers who have seen a certain percentage of the video in lists. We can easily retarget these in subsequent Van Beem campaigns!
The next phase involves campaigns where the target audience is targeted by interest. This is a very suitable way of advertising for Van Beem as they offer different product groups. These include canopies, garden furniture, outdoor kitchens, but also sun blinds and swimming pools. For each product group, we can target the corresponding interests of the target group. This, combined with retargeting on lists of website visitors and lookalike audiences based on these lists, ensures that the advertisement is always seen by the right person!
Creating awareness
Phase 1Build brand awareness with short videos via ThruPlay. Focus on brand experience.
Engagement warm-up
Phase 2Viewers of videos are stored in target groups for later retargeting.
Consideration
Phase 3Targeting on interests by product group, combined with retargeting and lookalikes.
"We have been working with schurq. for about 3 years now, and are extremely satisfied with the cooperation. There is good communication, commitment and clear/ambiguous agreements."
Results
That this method works for Van Beem can be seen in the results. In six months, 3,600 valuable leads have been collected via Facebook Ads! At an average price of €1.21 per lead! And with an average CTR (click-through-rate) of 5.97% and CPC (cost per click) of €0.12, Van Beem scores much higher than the global benchmarks of 0.90% CTR and €1.72 CPC!
Ready for the next step?
Are you ready, like Van Beem Buitenleven, to achieve these kinds of results? Let's look at the possibilities together!
Get in touch