The one where they optimized their marketing strategy for maximum impact.
During this project, The Weber Co. supported Spiffy & Splendid in refining their brand strategy + providing them with a marketing strategy prioritizing the three C’s - content, conversations, and collaborations. For this project, we knew it’d be important to develop a comprehensive strategy that would benefit two sides of their business model - direct to consumer and wholesale.
Spiffy & Splendid
online jewelry designer
Brand · Marketing · Strategy
MISSION STATEMENT
To bring joy to women through affordable, trendy, quality jewelry that inspires a renewed sense of confidence.
BRIEF
Spiffy & Splendid is a handcrafted jewelry company that prioritizes quality as a whole - from the product they produce to the relationships they build with thousands of vendors and customers. Dynamic duo and owners, Emily & Bryan, entrusted The Weber Co. to help put marketing systems in place and take social media efforts off their hands.
We had two unique goals in place: expand visibility and grow sales for the direct to consumer side of the business and encourage wholesale customers to shop directly through the brand’s website.
Spiffy & Splendid has experienced great growth since their creation, but they are in a space of massive expansion and they had yet to clarify their brand strategy. This is especially important as a product based business serving two different audiences with two different intentions.
A product based business must be able to position themselves in a way that creates human connection and brand loyalty. For Spiffy & Splendid, we put together a brand strategy focused on the emotion their audience feels when they wear their favorite S&S pieces. We elevated their color palette and font selections to better convey the overall intention of their brand and connect to their audience.
BRAND STRATEGY
THE RESULTS
Because Spiffy & Splendid already had an existing customer base, it made sense to put an affiliate program in place where loyal customers could earn a commission on sales made through their unique link. The program we put in place for S&S also has a social media activation so that affiliates are required to post about their experience with the brand on a consistent basis, helping their network build enough trust to buy in.
AFFILIATE PROGRAM CREATION
THE RESULTS
Affiliate Program Launch
The average affiliate program rate is 0.5% - 1%
11 days after launching their affiliate program, Spiffy & Splendid had a 9% conversion rate on first time orders
Our team managed Spiffy & Splendid social media accounts for a 90 day period of time. During this, our team was responsible for content creation, caption writing, hashtag strategy, and posting schedules. We managed the content creation and posting process for six different spaces where Spiffy & Splendid had a presence.
SOCIAL MEDIA MANAGEMENT
THE RESULTS
1ST MONTH OF TWC MANAGEMENT
2ND MONTH AFTER TWC MANAGEMENT
Considering that Spiffy & Splendid has two sides of their business, the marketing strategy needed to take that into account and automate where possible. When they came to us, they had virtually no marketing strategy in place. They’ve grown tremendously through word of mouth and through wholesale specific platforms that get their products in front of retail stores across the nation. Now it was time to maximize and expand.
We focused on: email marketing, Facebook group strategy, and an engagement + awareness plan.
For email marketing, we put together welcome funnels for wholesale customers and direct to consumer funnels, put abandon cart emails in place, and supported the weekly email strategy.
For the Facebook groups, we optimized the onboarding process for new members to support increasing engagement in the group right away. We also implemented a monthly giveaway, encouraging social proof + real customer reviews.
For engagement + awareness, we developed a visibility strategy focused on DM engagements and the building of a close friends list to connect to retailers on Instagram.
MULTI-LAYERED MARKETING STRATEGY