How to Double Your Orders Using Sales Campaigns with Lucy Bloomfield (episode 518)
Once upon a time, Lucy Bloomfield ran her own eCommerce skincare business and achieved crazy levels of growth. And since 2018 she’s been helping other business owners to achieve huge leaps in sales without allowing the rest of the business to fall apart.
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Dive in:
[03:07] Brands should enhance efficiency, strategy, relationships, sales.
[07:23] Luxury brands balance demand without discounting strategies.
[12:59] 10-step process doubling sales campaign success.
[13:46] Strategic decisions needed for business complexity management.
[19:22] Creative business customization and strategic product launches.
[22:27] Store all marketing materials systematically.
[25:36] Cycle syncing aids businesses in monthly cycles.
[29:49] Listen to Lucy’s Top Tips!
Prioritize Storytelling Over Discounts
Storytelling is key in creating impactful campaigns, particularly during peak sales periods. Instead of relying on discounts, brands can develop stories that resonate with customers and add value to their offerings. To leverage storytelling, create a central theme that aligns with your brand’s identity and values. Frame your campaign around this theme. Integrate it into all your marketing channels. Build an emotional connection with your audience to drive engagement and sales without relying too much on discounts.
Drive Urgency and Scarcity
One of Lucy’s techniques involves creating a sense of urgency among customers. Limiting the availability of a product or offer to a specific time window compels customers to act quickly to avoid missing out. This scarcity principle makes the product more desirable, as customers perceive it as exclusive and limited. To do this, set clear deadlines for when the product or offer will be available. Communicate these deadlines clearly in your marketing efforts. Once customers get used to these limited-time offers, they’ll prioritize these purchases to avoid missing out.
Plan Your Campaigns Well in Advance
Lucy emphasizes the importance of meticulous planning, ideally starting 12 weeks in advance. This timeframe allows coordination across all channels and teams, ensuring that every aspect of the campaign is ready. Planning is key for campaigns aiming to double or significantly increase sales, since a surge requires good logistics. Begin by setting a clear sales goal and creating a backward timeline from the launch date. Give enough time for creative production. Ensure that every element of the campaign aligns with the brand story. If planning for a specific season, start brainstorming 3-4 months in advance to allow for flexibility and adjustments.
Refine and Optimise Successful Campaigns
Maintain records of all successful marketing campaigns and analyze what worked. By getting and refining the strong components, brands can build on proven strategies while minimizing new risks. This lets brands focus on small optimisations, leading to consistently strong results without needing to reinvent every campaign. This iterative approach saves time and ensures continuity. It also helps build a recognizable “campaign style” that customers can expect and get excited about each time.
Time Your Campaigns with Customer Buying Patterns
A unique insight Lucy shared is using natural cycles, such as the lunar phases, to time campaigns. Her research found that certain periods consistently show better buying behavior. By planning campaigns during these high-response windows, brands can enhance the impact of their efforts without needing additional ad spend. Use your sales data to identify any natural peaks in customer buying behavior, then align your campaigns with these windows. For brands wanting to go further, experimenting with lunar cycles or other natural rhythms might reveal new insights. This timing strategy helps campaigns achieve better performance with less reliance on paid channels.
eCommerce Book Top Tip
eCommerce Traffic Top Tip
- Tell your customers that you’re going to do something in advance. Make them join a wait list and compete to get access to that.
Tool Top Tip
- ClickUp project management tool
Carbon Top Tip
- Swap your current packaging for Hero Packaging
Interview links
- Get Lucy’s Course at DoubleOrders.com use code MASTERPLAN by 30 November 2024 to save 50%. (From 1 December 2024 the code will save you 25%)
- Listen to Lucy’s previous episodes where she talks about getting to 10,000 customers in 18 months and getting from $500K to $1M annual sales
Related Episodes
- How to Double your Sales Every Year with Purelei’s John Hagan (episode 312)
- JGS Ian Bentley put sustainability at the heart of Parker Clay – and they’ve doubled sales every year (episode 363)
- Double Your Shopify Sales every Year with Story and Product – SOLIOS watches’ Samuel Leroux (episode 403)
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