Mel Robbins
LIVE LAUNCH FUNNEL
The Before:
The Details:
Hirsh Marketing has been working with Mel Robbins & her team for over a year, consistently list building and supporting her in providing value for her audience.
Our ultimate goal was to get Mel's audience to purchase her Self Improvement course. To do this we created a webinar funnel with a live launch at the end. The course was priced at $697 and is a 60 day Live coaching program where students got direct access to Mel.
When the time came for her launch she had given so much value, so consistently that her success was nearly inevitable.
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The Strategy:
Our team broke this campaign into two phases. The first, was a 17 day video series where Mel would go Live on her Facebook and teach one concept to her audience, which we then sent as an advertisement to potential new leads and to her current warm audience.
The second phase was a 9 day push to a Free masterclass training where she then offered access to her full course.
We drove all the traffic through her live training and then retargeted her warm audience to purchase her course once the doors opened.
Mel does a very good job creating consistent content. This helped with nurturing her list prior to the live launch, as many of the webinar attendees already had touch points with her. We also sent ads of her best performing content to webinar registrants to warm them up prior to her live launch.
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The Results:
- Total Ad Spend: $11,836.83
- Total Leads: 14,467 at $0.53 per lead
- Total Sales: 1485 (+ 16 Scholarships) at $3.46 per purchase
- Total Revenue Generated: $1,035,045
- ROI: 8744%
Takeaways:
Creating Buzz And Urgency
There was a lot of urgency created around this launch because Mel’s personal attention and coaching doesn’t happen very often. We really capitalized on this in our messaging and copy so people knew they needed to take action or it would be another year until they had this opportunity.
Always Come Back To Numbers
We had a lead generation goal throughout the year we worked with Mel to get her list and audience ready for this launch and then we had a lead and sales goal for the launch itself. This kept us on track throughout all of the phases so we knew if we were on target or not. It’s crucial to not be guessing on your ad spend or numbers.
Great Content Paired With Strategic Ads
We believe it’s our clients job and zone of genius to show up and serve their audience through means such as video. Mel does an amazing job connecting with her audience through video and with her content. When you pair that amazing content with strategic targeting and marketing, you get results like this time and time again.
