Client: Beyond Basic Home
Industry: Handcrafted Home Décor
Engagement: Marketing Consultant – Strategic Guidance
Background
Beyond Basic Home is a premium brand based in Baramulla, Kashmir, specializing in handcrafted home décor items such as cushion covers, table runners, and napkin rings. Their products blend traditional Kashmiri embroidery techniques—like crewel, aari, and zari—with modern design sensibilities, offering a unique fusion of heritage and contemporary aesthetics. The brand focuses on slow décor and responsible luxury, aiming to cater to customers who appreciate authenticity and craftsmanship.
Objective
To mentor and guide the founder in developing and implementing strategic marketing initiatives across various channels, including Meta Ads, Google Ads, website optimization, and email marketing, with a focus on the Indian and UAE markets.
Strategy
- Brand Frameworks & Positioning
- Golden Circle: Assisted in defining the brand’s “Why,” “How,” and “What,” emphasizing the fusion of Kashmiri craftsmanship with modern design.
- Brand Key Model: Collaborated to identify the brand’s core values, competitive environment, target audience, and brand essence.
- STP (Segmentation, Targeting, Positioning): Guided the creation of customer personas and tailored messaging to resonate with niche audiences interested in handcrafted, culturally rich home décor.
- Advertising Strategy Development
- Meta Ads: Provided strategic guidance on campaign objectives, audience segmentation, and creative direction for the Indian and UAE markets.
- Google Ads: Assisted in developing a structured approach for search and display campaigns, focusing on high-intent keywords and retargeting strategies.
- Website Optimization & Conversion Rate Enhancement
- Recommended the implementation of tools like Hotjar to analyze user behavior and identify areas for improvement.
- Suggested enhancements to the website’s user experience, including navigation, product page layouts, and checkout processes, to increase conversion rates.
- Email Marketing Strategy
- Guided the setup of email marketing platforms and the creation of automated workflows for welcome sequences, abandoned cart reminders, and post-purchase follow-ups.
- Advised on segmentation strategies to deliver personalized content and promotions to different customer segments.
- Content & Influencer Marketing
- Assisted in refining the content strategy to highlight the brand’s unique selling propositions, such as handcrafted quality and cultural heritage.
- Provided guidance on selecting and collaborating with influencers who align with the brand’s values and aesthetics.
Results
While the project focused on strategic planning and guidance, Beyond Basic Home achieved several key milestones:
- Successfully launched Meta and Google advertising campaigns targeting the Indian and UAE markets.
- Suggested website analytics tools like Hotjar to monitor user behavior and inform optimization efforts.
- Strategized email marketing workflows, leading to improved customer engagement and retention.
- Enhanced content and influencer marketing strategies, resulting in increased brand awareness and credibility.
Conclusion
Through strategic mentorship and guidance, Beyond Basic Home was equipped with the tools and frameworks necessary to independently execute and optimize their marketing initiatives. The brand now possesses a solid foundation for sustainable growth, with a clear understanding of their market positioning, customer segments, and effective marketing strategies.