How We Sold $56,750 Worth of
Rubber Tracks in Just 2 Weeks
with just $200 Investment
in Facebook Ads
21.08.2024 | SMM - An approach that sells
Ilya Avdeenko, SMM specialist, agency targetologist
internet marketing «Destra»
internet marketing «Destra»
Alfagro is a leading Ukrainian company specializing in the sale of European agricultural machinery and spare parts. With the largest stock of rubber tracks in Vinnytsia, the company is committed to becoming the market leader by offering the most comprehensive range of products.
The product lineup includes self-propelled mowers from MacDon, pneumatic seeders from APV, Agrisem equipment, and more. Alfagro’s services are dedicated to enhancing the efficiency of Ukrainian farms.
The product lineup includes self-propelled mowers from MacDon, pneumatic seeders from APV, Agrisem equipment, and more. Alfagro’s services are dedicated to enhancing the efficiency of Ukrainian farms.
Alfagro
About the Trade-In Service
In June 2024, Alfagro launched its "Trade-In" service, enabling farmers to exchange their old rubber tracks for new ones at a significant discount.
Managers assess the value of the old tracks, which is then applied as a discount on the new purchase. Once the terms are agreed upon, the client selects the new tracks, and Alfagro’s service team assists with the installation.
Managers assess the value of the old tracks, which is then applied as a discount on the new purchase. Once the terms are agreed upon, the client selects the new tracks, and Alfagro’s service team assists with the installation.
Objective
Purchasing new rubber tracks is a significant financial burden for farmers.
Problem
Increase sales of rubber tracks and attract targeted leads.
Strategy
The target audience was segmented into the following categories:
(Claas, Case IH, Challenger Tractor, Track, Caterpillar, John Deere, agricultural machinery, agricultural engineering, grain harvester.)
Gender: Male
Age: 30-60 years
- Employers
- Job positions
- Demographic behavior
- Interests: machinery brands, farmers, agricultural equipment classification, etc.
- Audience collection from the website and social media
- Retargeting
(Claas, Case IH, Challenger Tractor, Track, Caterpillar, John Deere, agricultural machinery, agricultural engineering, grain harvester.)
Gender: Male
Age: 30-60 years
Creatives
The rubber track sales manager represented the company in two video clips:
The videos were professionally edited with subtitles, light musical accompaniment, and the company logo.
- Presentation of the Trade-In Service: Explained the participation process and included a call to action to fill out a form or contact the manager.
- Testimonials and Call to Action: Featured testimonials from farmers who used the Trade-In service, with a prompt to fill out the lead form.
The videos were professionally edited with subtitles, light musical accompaniment, and the company logo.
Platform
Targeted ads were tested on both Facebook and Instagram. The results indicated that the majority of the target audience was on Facebook, so the budget was focused on that platform.
Objective: Leads
Geography: Ukraine
Budget: $200
Campaign Period: 06.18.24 - 07.07.24
Objective: Leads
Geography: Ukraine
Budget: $200
Campaign Period: 06.18.24 - 07.07.24
Quantitative Metrics:
RESULTS
- Number of leads generated: 16 (15 from ads, 1 via phone call)
- Number of targeted leads: 10
- Sales: 3 (tracks for CLAAS, CAT 55, and John Deere 9000T)
- Cost per lead: $20
- Sales amount: $56,750 including VAT
Qualitative Metrics:
- Increased awareness of the Trade-In service
- Growth in the number of track exchange requests
- Positive client feedback
Key Success Factors:
CONCLUSIONS
Targeted advertising on Facebook effectively met the campaign goals.
- Precise Audience Segmentation: Targeting specific audience segments effectively.
- High-Quality, Emotional Video Creatives: Using video content that clearly explains the service and its benefits with emotional appeal.
- Personal Touch from Company Representatives: Including a company representative in the video creatives to add a personal touch on camera.
- Advertising Campaign Optimization: Continuously refining the campaign for better performance.
- Effective Lead Management: Utilizing messaging platforms to manage leads efficiently.
This case demonstrates that even with a small budget, significant sales results can be achieved with the right strategy.
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