Hi there,
Thanks for reaching out - happy to give you some initial thoughts and guidance on your pre-launch advertising strategy for your D2C e-commerce brand. It's a tough nut to crack, especially with everyone saying Facebook ads are "crucial" without giving you any real numbers.
We'll need to look at reasonable budgets...
First off, that "how much do Facebook ads cost" question? It's like asking how long is a piece of string, innit? There's no easy answer, it's gunna depend on several factors:
- Your target audience: Who are these preppers? Are they mostly older folks? Younger survivalists? Tech-savvy gadget lovers or back-to-basics types? Understanding their demographics and interests is key.
- Competition: The prepping niche? Yeah, that's gonna be pretty crowded. Lots of established players, so you'll be battling for attention.
- Ad quality: Cracking ad creatives and compelling copy are essential if you want to stand out from the crowd. If your ads are naff, people will just scroll past.
So, is $500 enough? Mmm, probably not. That *might* get you some awareness, but honestly, for a Kickstarter pre-launch, you're likely needing more to make a proper splash. With that kinda budget, you'll be limited to super-narrow targeting and basic ads which makes it difficult to acheive results. I wouldn't expect much from this unless you get really really lucky.
I'd say you want to aim higher...
Now, $5,000? That's a much more realistic starting point to test things out, see what sticks, and then scale up from there. This gives you room to:
- Test different ad creatives (images, videos, copy).
- Experiment with various targeting options (interests, behaviours, demographics).
- Try out different landing pages (to see what converts best).
Don't be afraid to play around with your ads. It takes time to find that winning formula. We worked with a company in a similar situation recently, and it took several weeks of solid testing before we started seeing decent results. They were selling outdoor equipment and were keen to test out video ads - it turns out the longer videos (60 seconds) showing the product in use performed better than the shorter snappy ads.
You probably should know about returns...
As for what kind of returns you can realistically hope for, it's impossible to say without knowing more about your product, your margins, and your target audience. But here's the thing: don't expect to be profitable from day one. Pre-launch is all about building an email list and a community for the Kickstarter launch, *not* driving immediate sales. Your aim should be to get as many people as possible excited about your project so that they back you on day one.
Think of it like this: you're not just selling a product, you're selling an idea. You need to get that idea in front of enough eyes. So, focus on awareness, engagement, and list-building first. The sales will (hopefully!) come later.
You'll need a strong USP...
One more thing to keep in mind: D2C e-commerce is super competitive right now. Everyone's at it. So, you need to stand out. That means having:
- Great creative (high-quality images and videos).
- Really well-defined target audience (know your preppers!).
- A strong unique selling proposition (what makes your gear special?).
Without these, you will struggle to gain traction. We worked with a luxury brand recently - they were trying to promote a new line of products using pretty standard ads but it just wasn't working. When we focused on high-quality videos showcasing the craftmanship and luxury feel of their products - they drove 10 million views.
You might be best building a plan with a table...
I've detailed my main recommendations for you below:
| Area | Recommendation |
|---|---|
| Budget | Start with $5,000 to allow for proper testing |
| Objective | Focus on building an email list and community, not immediate sales |
| Targeting | Define your ideal prepper audience and target them precisely |
| Creative | Invest in high-quality images, videos, and copy |
| USP | Clearly communicate what makes your gear special |
Consider some expert help...
Running effective ad campaigns isn't a walk in the park. There's a lot to learn and even more to test. I'd consider getting someone in to help, especially if you don't have a background in marketing. I would say that, wouldn't I!
We've helped loads of businesses launch new products and build successful e-commerce brands. Feel free to book in a free consultation and we can have a chat about your specific needs.
Regards,
Team @ Lukas Holschuh
