Sowaramana is among the creative clients that we have at Verve Online Marketing. In the marketplace, where the brands are focusing on machine-made fabrics and designs, Sowaramana is delivering authentic hand woven/made clothing options for women. The brand aims to produce sustainable and hand-embroidered clothing to be environmentally friendly.
The target audience of Sowaramana includes the women/female of the age group between 18-40 years. Also, the audiences looking for sustainable and eco-friendly wear options for different occasions.
Further, the marketing aims/objectives of Verve Online Marketing included the focus on improved market awareness about hand-embroidered products. Ensuring a focus on reduced CAC, as well as improved customer repeat rate.
While evaluating the market performance and existing marketing strategies of Sowaramana, the performance marketers identified challenges associated. Among those challenges, hand embroidery was a key challenge impacting its growth in the marketplace. As such resulted in increased product cost and manufacturing time. Also, the brand was dealing with the issue of low average order value.
Considering the identified challenges, the performance marketers at VOM developed crucial digital marketing strategies for Sowaramana. The strategic viewpoints included:
The campaigns majorly targeted female consumers searching for quality fabrics and clothes options in the marketplace.
Enhanced use of graphics, text, and images to present the product quality and attract the targeted audience.
We identified the specific geographical locations having the most demand for such hand-embroidered products. Hence, resulting in improved and expanded market reach.
During the implementation of a defined marketing campaign for Sowaramana, performance marketers identified that there was a need for promoting the unique brand positioning. Such unique positioning was majorly based on the hand-embroidered fabrics/dress delivered. Also, further approaches were made to evaluate the shifting audience responses. Based on their responses, the changes within the marketing campaigns were further introduced.
Monitor audience reactions. Adjust in near-real time.
These audiences were an ideal match for:
Lift sales with a revamped approach.
Since the time Sowaramana partnered with VOM, it has recorded a net growth of 190% in its sales. Further leading towards improved ROAS.
The strategic approach to target specific audience groups has further helped in an 81% in website conversion rate.
Further, the implemented strategies have helped Sowaramana to ensure better website reach and a growth of 78% in website traffic.
Sowaramana contributed to being a great experience for performance marketers at VOM. Developing marketing campaigns for Sowaramana has helped us to understand how to work with clients with a specific/niche target audience. The different strategies adopted helped our experts to explore diverse areas of digital marketing and their implications in the marketplace.