Success Story: Füm Uses Post-Purchase Surveys To Scale Podcast Ads 25x
Adam McNeil is VP of Marketing at Füm, a product that helps people
quit smoking and vaping naturally. And, like a lot of people in
Ecommerce today, Adam wasn’t all that familiar with the economics of
offline media. Advertising dollars go in, and then… what, no Conversion
Rate? No ROAS data? Just “hope” coming out of the marketing machine?
Fortunately, Adam had a few marketing best
practices
under his sleeve — and used them to turn a $5k budget into $500k
revenue, making Podcasts the #1 acquisition channel for Füm in the
process.
“I cannot live without Fairing”, says Adam. “Customers are not always
going to remember a coupon code or click your link, so this acts as a
last chance to gather data. We can see that virtually 29.69% of all new
customers come through podcasts (It’s a lot more when you look through
Other and YouTube). Closer to 40–50%. This compared to bottom-of-funnel
analytics, shows a big gap.”
The full story on Füm’s podcast
success
shows how it drove $500k in revenue and justified a spend increase from
$5k to $120k. And for anyone paying attention to Fairing customers,
these growth numbers sing some other familiar tunes:
For one thing, Adam uses the lift modifier
method
we laid out with a major channel partner — necessary for offline
channels where the de facto “referral code” attribution method
habitually falls short.
Additionally, Füm’s post-purchase survey includes the crucial “Other”
response option. This is where Adam and his team discover organic
mentions from shows they’d never done business with before, opening the
door to a strong ad relationship.
All these tactics fall in line with a customer-level attribution
model ,
perfectly suiting a high-growth brand that needs to navigate through the
unknown-unknowns
of their expanding market.
Some parting guidance from Adam: “All-in-all, look at the data broadly.
If you are seeing lots of post-purchase responses in favor of a podcast,
you are likely doing quite well.”
--
To trial Fairing free, download us on the Shopify app
store .
To satisfy your hand to mouth cravings, check out
Füm.