Forte Violen (Forte Violins) is a new eCommerce platform that sells high quality violins in the more expensive price category. Forte Violen started in 2015 and wanted to make a difference in the market by bringing transparency and service. The conservative market needed something new, something that guided the customer during the whole customer journey, from search to sale to support. Forte Violen made it possible to rent high quality violins for reasonable prices.
The market of violins is very conservative and completely build on trust and an inner network. The challenge with a new initiative like this with such a market is to first create brand awareness, after which one can start to steer towards conversion driven marketing. The goals was clear: more than 1000% return on adwords spend and create a growing group of customers that rent a violin. The later resulting in a steady passive income.
We divided the online strategy into 2 phases, first to get the brand awareness up and Forte Violen known in the market. The second phase was all about conversion and targeting the right prospects that would lead to more revenue and profit. We started during phase 1 with CPM bids, Cost per Mile, aimed at showing as many prospects as possible the name Forte Violen. During the second phase we started by analyzing Big Data in order to fully understand which customers would convert. We moved from CPM to CPC and held monthly strategic meetings to optimize and improve the returns. In a later stage we also added e-mail marketing to keep prospects engaged, building even more trust into this new venture in the music industry.
Pretty soon we achieved some great results during the first phase, getting a thousand people to see this new eCommerce store for only €15. This build up the brand awareness which made people start to talk about Forte Violen. During the second phase we started to do CPC bids to drive conversion. Within the first months we not only made a lot of sales for the client, but also drove down CPC from 89 cents to 35 cents as shown below. This resulted in a return on adwords spend of more than 1000%. Forte Violen now has a steady position within the Dutch market for high quality violins, through e-mail marketing and word of mouth growth keeps on going.