Similarly, we found clients from elite cottage villages

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Results of the bureau's promotion before and after the start of cooperation

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The challenges faced: from the specifics of the target audience to the twists and turns of 2022 and the collapse in demand
1. Mixed target audience from B2C, B2B and B2G markets:
premium physicists - people with average and high incomes who are willing to pay for an architectural design for a residential space;
management companies in residential complexes, shopping centers, business centers, and shopping malls;
restaurateurs;
hoteliers;
municipalities.
Why is it more difficult to customize advertising the more audience segments there are and the more they differ from each other?

The point is that:

Firstly , each segment has its own pain points, decision-making criteria, and for each one, its benefits and meanings need to be conveyed in the ad and on the landing page.

Secondly, characters from different segments enter different queries. In addition, all segments are not easy in themselves, these people are not easy to find on the Internet. The most difficult was to search for:

premium segment;
officials;
management companies.
For example, to find officials, we set up geopolygonal advertising for precise locations. Those who often visit the buildings of management companies and municipalities saw our advertisements. We simply covered them with a cap



Search for target audience. Geolocation
Based on the types of target audience, we car owner phone number data advertising directions:

Development — architecture of buildings, interiors, territories for commercial and residential real estate.
Horeca — architectural projects for restaurateurs and hoteliers.
Residential is the design of apartments and individual houses.
Government — these are state orders for the design of public spaces and administrative buildings.
We started working with all directions, later we disabled Residential and Government:

Residential is not a priority area from the start. This is B2C, where it is difficult to compete with small design bureaus and freelancers, where the average check is too low. At the customer's request, we tested this area, it did not justify itself.
Government is a profitable area and we managed to find the target audience, but orders in this area do not come via the Internet. Usually, it is word of mouth from one government agency to another.