A new way of doing things - Renato Cuéllar

A cosmetic and grooming brand, a new way of doing things, from direct sales to the digital world.

Explore the fascinating transformation of a grooming and cosmetics brand from traditional direct selling to a vibrant digital world. Discover how they challenged industry norms and succeeded with innovative and creative strategies that captivated their audience and multiplied their success.

WHAT I DID

Project Mgmt

Branding

Ecommerce

Copywriting

Data Analyze

Performance mkt

Content mkt

Inbound mkt

SEO

OKRs & KPIs

Key Results

Multiplication of the average ticket of the brand’s online sales channel, from USD $10 to USD $39. Optimization of the Customer Acquisition Cost (CAC) through assisted sales strategies and digitalization of the delivery of free samples. Creation of a proprietary digital database, generating nearly 15,000 MQL (Marketing Qualified Leads) and close to 2,000 SQL (Sales Qualified Leads). Increased company revenue, with the digital channel representing 5% of the total in less than a year. Improved online visibility and positioning through technical SEO strategies and Google My Business activation. Strengthened emotional connection with the audience through the creation of “Eduardo”, a fictional character that represents a common customer and helps personalize brand communication. Increased engagement and interaction with the audience through creative content and marketing strategies, such as contests, sweepstakes and sales support.

This is the story of a company that defies conventions, that bets on authenticity in a world of imitations. A story of struggle, of sacrifice, but also of triumph. This is Tatiendo’s story, a story of ordinary people doing extraordinary things.

The company

Tatiendo make the rules

In the competitive world of the cleaning and cosmetics industry, our company emerges as a David among the Goliaths. In 2003, a group of visionary entrepreneurs, tired of the monotony of standard products, decides to embark on the adventure of creating something new, something different.

With a modest workshop as their first home, they begin to experiment and shape their vision. The result: a unique degreaser, more than a product, a statement of intent. However, they know they face a titanic challenge: standing out in a saturated market, dominated by large corporations.

The answer is not to follow the beaten path, but to chart their own course. This is how our strategy of direct selling was born. Door to door, counter to counter, our founders embark on a mission of hand-to-hand, carrying with them not only products but a promise of quality and personalized service.

The challenge

Fighting against titans

We faced the daunting task of entering and standing out in a highly competitive market, where established companies like P&G and Unilever already had a strong presence. Our main challenge was to find a way to differentiate ourselves and capture consumers’ attention, despite operating in an environment dominated by big players with significant resources.

A solution

Our solution focused on digitizing our sales strategy. Initially, we attempted to replicate our direct selling model online, but encountered significant obstacles, especially in terms of commissions for digital sellers. After several failed attempts, we decided to shift our approach and digitize the delivery of free samples. This allowed us to create our own digital database and establish an effective digital sales channel. Through online assisted selling strategies, we multiplied our average ticket and optimized our Customer Acquisition Cost (CAC).

Buyer persona

Our buyer persona is a woman between the ages of 35 and 55, with moderate income, who values cleanliness and personal home care. This woman seeks quality products that meet her needs and provide a satisfying experience. Additionally, she seeks brands she can trust and that offer authentic emotional connection.

Brand Archetype

The archetype of our brand is the «Everyday Hero». We identify with ordinary people facing daily challenges and seeking practical and effective solutions. We aim to be seen as reliable allies in our customers’ journey towards a clean and welcoming home. This archetype allows us to connect with our audience on an emotional level and establish a lasting relationship based on trust and authenticity.

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The brand

Different brands

Tatiendo was characterized by having its own brands, which allowed the company to commercialize them, do its own marketing and generate better profits.

The process of creating our own brands was a meticulous and strategic exercise that involved several key stages. We began by identifying market niches and untapped opportunities in the household and hair and body care sectors. We conducted a thorough market analysis to understand trends, consumer needs, and existing competition.

Once we identified the opportunities, we immersed ourselves in the creative process of brand development. This included conceptualizing each brand, defining its unique positioning, values, personality, and value proposition. We strove to create brands that resonated with our target audience, reflecting their aspirations, desires, and lifestyle.

We then moved on to the product development phase. We worked closely with formulators and manufacturers to create high-quality products that met our company’s standards of excellence. From innovative formulas to attractive packaging and eye-catching labels, every detail was carefully designed to deliver an exceptional consumer experience.

Once the products were ready, we focused on the market launch strategy. We developed comprehensive marketing plans that included advertising campaigns, point-of-sale promotions, social media presence, and collaborations with influencers. We made sure to generate excitement and anticipation around each new brand, maximizing its potential for success.

Finally, we closely monitored the performance of each brand in the market, evaluating its acceptance among consumers, financial performance, and impact on our company’s image. We used this data to iteratively improve our brands, adapting them to the changing needs of the market and ensuring their long-term success.

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Content & Copies

Content marketing process

Our strategy involved digitizing product samples, creating a landing page for easy requests, and adopting content marketing on platforms like Facebook and Instagram. This approach aimed to build a digital presence, engage our audience, and drive interest in our products.

From the outset, we faced the challenge of standing out in a highly competitive market, where large corporations dominated the landscape. We decided to adopt an unconventional direct selling strategy, offering free samples of our products in exchange for customer data for follow-up. This tactic allowed us to build a solid database and generate significant sales.

However, as the digital world continued to evolve, we realized that we needed to adapt to remain relevant and competitive. We decided to make the leap into the digital world, but we faced significant challenges. Our initial attempts at digital sales through a catalog platform did not produce the expected results. That’s when we realized that we needed a more innovative and customer-centric strategy.

After months of research and experimentation, we stumbled upon a solution that would completely change our approach. We digitized the delivery of free samples of our products and created a landing page where customers could easily request them. This tactic not only allowed us to build our own digital database but also established a more personalized connection with our audience.

However, we realized that simply offering samples was not enough. We needed to create a brand experience that resonated with our audience in the digital environment. That’s when we decided to adopt a content marketing strategy. We created relevant and engaging content for Facebook and Instagram, specifically designed for our target audience. From fun and creative posts to contests and giveaways, our goal was to engage and captivate our online audience.

Over time, our content marketing strategy proved to be a success. Not only did it increase brand awareness online, but it also drove engagement and generated interest in our products. Today, our social media channels are a vital channel for interacting with our community and building strong relationships with our customers.

This story illustrates how our evolution into the digital world led us to adopt content marketing strategies and create pieces for Facebook and Instagram. Through experimentation and innovation, we were able to adapt to an ever-changing digital environment and continue to grow as a brand.

Copy creation process

The process begins with a thorough understanding of our target audience and the objectives of our copy. We then conduct research to generate creative and original ideas. We develop a clear and compelling message, tailored to our brand’s tone and style of voice. After writing the copy, we review and optimize it to ensure its effectiveness. Finally, we monitor its performance and make adjustments as needed to maximize results.

Understanding the target audience: We start by gaining a deep understanding of our target audience’s demographics, interests, pain points, and preferences. This helps us tailor our messaging to resonate with their needs and motivations.
Defining the copy’s objective: Each piece of copy serves a specific purpose, whether it’s to inform, persuade, entertain, or sell. We define clear objectives for our copy to ensure it aligns with our overall marketing strategy.
Research and brainstorming: We conduct thorough research on the topic, product, or service we’re promoting. This includes studying relevant keywords, analyzing competitor messaging, and exploring industry trends. We then brainstorm creative ideas and angles for our copywriting approach.
Structuring and formatting: We organize our copy in a structured and visually appealing format. This involves crafting compelling headlines, using bullet points or lists for clarity, and breaking up text with subheadings or visuals. We also consider the appropriate length for the intended channel and audience.
Crafting the message: With a clear understanding of our audience and objectives, we craft a message that resonates with them. We focus on highlighting the key benefits, addressing pain points, and creating an emotional connection with the reader. We ensure that our tone and voice are consistent with our brand identity and tailored to the audience’s preferences.
Optimization and revision: Once the initial draft is written, we revise and refine the copy for clarity, coherence, and impact. We pay attention to grammar, spelling, and punctuation, and we optimize the language for readability and engagement. We may also conduct A/B testing or gather feedback to fine-tune the copy further.
Monitoring and analysis: After the copy is published, we track its performance using analytics tools and metrics. This allows us to measure its effectiveness in achieving the desired goals and adjust our strategy accordingly. We continuously analyze the data to identify trends, insights, and areas for improvement in our copywriting efforts.

Examples

«Descubre el poder de la limpieza con nuestro desengrasante ultraconcentrado. Elimina la grasa más difícil con facilidad y deja tus superficies impecables.»

«¡No más preocupaciones por el cabello seco! Nuestra nueva línea de productos capilares hidrata profundamente y restaura la vitalidad de tu cabello en minutos.»

«Haz que cada día sea un buen día con nuestro aroma fresco y duradero. Disfruta de la sensación de limpieza y frescura que solo nuestros productos pueden ofrecerte.»

«Dale a tu piel el cuidado que se merece con nuestra gama de productos de cuidado corporal. Nutre, hidrata y revitaliza tu piel para lucir radiante todos los días.»

«¡La solución perfecta para tus necesidades de limpieza! Nuestros productos están diseñados para simplificar tu rutina y brindarte resultados impecables en cada uso.»

Inbound

Inbound attraction process

The inbound marketing strategy focuses on attracting potential customers organically by providing valuable and relevant content, such as offering free samples, creating educational content, organizing webinars and virtual events, and implementing marketing automation. These tactics aim to address the audience’s needs and challenges, build trust, and drive long-term growth and loyalty for the brand.

1. Offering Free Samples:

This strategy involves creating a campaign to offer free samples of products delivered to customers’ homes.
A dedicated landing page could have been implemented where users could request a free sample by filling out a form with their details.
Social media ads and email campaigns could have been utilized to promote the campaign and generate interest.
Providing free samples allows potential customers to experience the product before making a purchase, which can increase trust in the brand and drive conversions.

2. Educational Content:

Different types of educational content, such as blogs, video tutorials, infographics, and downloadable guides, would have been developed focusing on topics related to the product or industry.
Topics of interest to the audience would have been identified through keyword research and an understanding of the needs and challenges of potential customers.
The goal would be to provide useful and relevant information that addresses the audience’s questions and needs, positioning the brand as an authority in its field and building trust and credibility.

3, Webinars and Virtual Events:

Webinars or virtual events addressing relevant topics for the audience, such as cleaning tips, hair care, or beauty trends, would have been organized.
The events would have been promoted through emails, social media, and online ads to attract the right audience.
During webinars, practical advice, product demonstrations, and opportunities to interact directly with the audience through live Q&A sessions would have been offered.

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4. Marketing Automation:

A marketing automation strategy would have been implemented to nurture leads throughout the sales funnel.
Customized email workflows would have been created to send relevant and timely messages to subscribers based on their behavior and stage in the buying process.
Marketing automation helps to maintain engagement with potential customers by providing them with valuable information and special offers throughout their journey, which can increase conversions and customer retention.

The inbound marketing strategy yielded significant results in terms of lead generation, with nearly 15,000 Marketing Qualified Leads (MQLs) and approximately 2,000 Sales Qualified Leads (SQLs) generated. This outcome underscores the effectiveness of the campaign in attracting and engaging potential customers through valuable content and engagement initiatives, ultimately driving conversions and fostering deeper relationships with prospects.

Performance & Outbound

Our performance marketing process

Implemented marketing strategies encompassed social media advertising, email marketing, remarketing campaigns, paid search advertising (PPC), promotional campaigns, and performance optimization. These efforts collectively aimed to enhance brand visibility, engagement, lead generation, and conversions across various digital channels, resulting in increased traffic, customer retention, and revenue growth for the business.

1. Social Media Advertising:

This strategy involves creating targeted ad campaigns on social media platforms like Facebook, Instagram, and LinkedIn.
Advertisements are tailored to specific audience segments based on demographics, interests, behaviors, and other relevant factors.
Ad formats may include image ads, video ads, carousel ads, or sponsored content, depending on the platform and campaign objectives.
The goal is to increase brand awareness, drive website traffic, and generate leads or conversions by reaching users where they spend time online.

2. Email Marketing:

Email marketing campaigns are designed to nurture leads and engage with existing customers through personalized communication.
Segmented email lists are used to send targeted messages to different audience segments, such as prospects, new customers, or loyal patrons.
Emails may include product updates, promotions, educational content, event invitations, or customer feedback requests.
The objective is to build and maintain relationships with subscribers, drive repeat purchases, and encourage brand loyalty over time.

3. Remarketing Campaigns:

Remarketing campaigns target users who have previously interacted with the brand’s website or digital content but have not completed a desired action, such as making a purchase.
Ads are displayed to these individuals as they browse other websites or social media platforms, reminding them of the brand and encouraging them to return.
Ad creative and messaging may be tailored based on the user’s past interactions or the specific actions they took on the website.
The aim is to re-engage lost leads or abandoned cart users, increase conversion rates, and maximize the effectiveness of marketing efforts.

4. Paid Search Advertising (PPC):

Pay-Per-Click (PPC) advertising involves bidding on relevant keywords in search engine platforms like Google to display ads to users searching for related products or services.
Advertisements appear at the top or bottom of search engine results pages (SERPs) when users enter relevant queries.
Ad copy and landing pages are optimized to attract clicks and drive qualified traffic to the website.
The primary goal is to increase visibility, drive targeted traffic, and generate leads or conversions through search engine advertising.

5. Promotional Campaigns and Contests:

Promotional campaigns and contests are marketing initiatives aimed at incentivizing engagement and driving sales.
These campaigns may involve offering discounts, giveaways, exclusive deals, or other incentives to encourage audience participation.
Contests may require users to perform specific actions, such as liking, sharing, or commenting on social media posts, subscribing to email newsletters, or making a purchase to enter.
The objective is to create excitement, generate buzz around the brand, and increase customer acquisition or retention through promotional offers and interactive experiences.

6. Performance Optimization:

Performance optimization involves continuously monitoring and analyzing the effectiveness of marketing campaigns using key performance indicators (KPIs) such as click-through rates (CTR), conversion rates, and return on ad spend (ROAS).
Data-driven insights are used to identify areas for improvement and make informed decisions to optimize campaign performance.
Tactics may include adjusting ad targeting parameters, refining ad creatives, testing different messaging or offers, and reallocating budget to high-performing channels or tactics.
The goal is to maximize ROI, improve campaign efficiency, and drive better results over time through iterative testing and optimization strategies.

SEO

SEO Strategy: Comprehensive & Detailed

At Nitti, our SEO strategy was crafted to maximize organic traffic, improve search engine rankings, and enhance the overall online presence of our brand. As experts in SEO, we employed a multi-faceted approach that combined content optimization, technical SEO, and a SILO structure to achieve our goals. Here’s a detailed look at the strategies and techniques we used:

Keyword Research and Optimization: Conducted comprehensive keyword research to identify relevant terms and phrases related to the business and target audience. Optimized website content, including meta tags, headings, and body copy, to incorporate these keywords naturally and improve search engine visibility.
Technical SEO: Conducted thorough technical SEO audits to identify and address issues affecting website performance and indexability. Optimized website structure, navigation, and internal linking to improve crawlability and user experience. Implemented schema markup and structured data to enhance search engine understanding of website content.
Local SEO: Optimized Google My Business listing and other local directories to improve local search visibility and attract nearby customers. Implemented local keyword targeting, citation building, and review management strategies to enhance local search rankings and drive foot traffic to physical locations.
Mobile Optimization: Ensured website compatibility and usability across various devices, particularly mobile devices, to improve user experience and search engine rankings. Implemented responsive design, fast loading times, and mobile-friendly content to enhance mobile search performance.