You don’t just sell a beer in the pub, online too
As avid Friday afternoon drinkers, team Searchlab was familiar with speciality brewer Lowlander Beer. We drink these botanical beers with beautifully designed labels once in a while when sitting in the sun on the terrace. But wouldn’t it be a nice idea to see if online marketing could work for them too? No sooner said than done. We approached Lowlander Beer with some ideas to see if we could start marketing their beer online on a small scale. Pretty soon, Steffen and Annemieke from Lowlander Beer were enthusiastic and we started building up ads via Facebook and Instagram.
‘Lowlander creativity’ and online marketing knowledge from Searchlab
Lowlander’s creativity helped enormously in putting together attractive ads. There was a lot of good and attractive content available that could be used, and in addition, the product range was potentially interesting for consumers. For instance, you could simply order normal bottles of beer from the webshop, but you could also opt for a gift pack or a micro keg. So there was something for everyone, and you could go to the webshop for different occasions. It was then up to Searchlab to use advertisements to reach the right people who fancied a beer.
As often, we put together different target groups to see which target group(s) would show the best results. And we could then focus on that best-performing target group. In this case, we put together six target groups, which ranged from specific interest in beer, to people who had visited the website before. Or people similar in behaviour and interests to Lowlander’s existing customers. Once these were ready, we could get started, and results quickly emerged.
Quick result
Per €1 spend, €11 revenue
€3.99 paid per order
Pretty soon after the ads started, it became clear that people did want to buy beer online. Purchases came in quickly, with us paying €3.99 per order after a month of running. In addition, for every euro we spent on ad budget, €11 came back in sales. With that, the campaigns performed above our expectations and were therefore a nice success.
