How a story sells quality Czech dishes

We interviewed Jan Fabini, CEO of Fabini, a company that produces high-quality, timeless tableware. How does the popular e-shop deepen its relationship with customers, what content works for the company on social networks, and what is the monthly marketing budget?

You’re no stranger to the world of e-commerce, what about online sales of Fabini products? Do those who love cooking buy online, or do most of your sales go through brick-and-mortar stores?

It is crucial for our brand that we sell only D2C, i.e. directly to customers. We do not have any resellers and at the moment it is only possible to buy our products on our e-shop. However, we may also see a brick-and-mortar store in the future.

Who does your marketing – an agency or do you have an in-house team?

We use both. We have an in-house marketing team, and  malta phone number data we use external people to help us with specialized areas like PPC or PR. They are not agencies, but freelancers with whom we work so closely that we essentially consider them members of the team.

Do you focus on organic content, or do you rather invest in performance advertising?

Our communication is based on quality content, we try to provide customers and not only them with practical advice and tips, such as here . This works very well for us, people see that we understand what we do, that we do not communicate just to sell something. At the same time, we continuously invest in performance advertising, which is an absolutely essential part of our marketing mix. When you want to grow quickly, you probably can’t do without it.

What kind of content works best for you on social media?

Are you also trying Reels, live videos, etc.?

Social media content is a very current topic for us and e-commerce shipping : problems and solutions  we generally see content creation as key. However, we still have a lot of work to do ourselves, for example in relation to the aforementioned videos and Reels.

Can you tell us what your monthly marketing budget is and how many times it is returned in sales?

Our marketing budget is around 200 thousand per month and the PNO is just over 20%.

In addition to PPC, what other formats do you invest in?

We have created a fairly classic marketing mix that works well for us. In addition to PPC and social networks, we also invest in cooperation with influencers and PR, especially media relations.

You offer bonus content via email to customers who have purchased dishes from you. They learn about the production of dishes, how to care for them, and other tips. We think this is a great step to keep customers in a non-violent way. How large is your customer database and how do you work with them – apart from sending content – ​​do you have a cross-sell campaign set up, for example?

We have approximately 5000 contacts in the database. We have achieved this number also because in exchange for a contact we offer a free e-book about cookware for download. I myself write an article for the blog every 14 days, which I send in the newsletter.

I think the key to a newsletter is communication with the community. We’re not trying to sell, we’re trying to deepen relationships with our audience.

We don’t have a cross-sell campaign yet, but we plan to work intensively on the database and e-mailing in the coming months.

Do you use Mailchimp, why did you choose it?

As a user, Mailchimp suited me the most, it has a  hong kong data wonderfully intuitive environment and the free version is free. I also appreciate the sophisticated analytics.

Have you had any issues with the tool? Are you satisfied with Mailchimp’s customer support?

We haven’t solved any problems, so we have no experience with customer support.

How do you segment your contacts? Is Mailchimp a good fit for you in this area?

We do not segment our contacts in any way.

What advanced features do you use – for example, as part of connecting to an e-shop or advanced segmentation?

We are using the Standard plan and haven’t tried any advanced features yet, the only thing I can think of is that we use Mailchimp to automatically send order receipts as part of the Shopify integration.

What campaigns have been most successful for you?

A great community is forming around our brand, customers are loyal to us and happy to come back to us. That’s why any new product is always a great success, currently, for example, the pre-sale for the new Lucca collection .

Campaigns with added information value are also very successful.