Caruso’s Coffee was formed by Mike Caruso and his three sons, Dominic, Michael and Paul in 2003. This company represents Mike’s second adventure in the coffee industry. Mike Sr. has been roasting and blending specialty coffees in Northeast Ohio since 1982 and is highly regarded within the industry as an expert in the field.
Service: PPC, Facebook Advertising, Email Marketing, e-Commerce Development
B2B -> B2C, at the speed of the Internet
As a family own company focused on B2B and wholesale coffee for over 30 years, Caruso’s Coffee came to 42connect wanting to expand their reach to capture the demand of online coffee shoppers. The challenge was entering a new market with little brand recognition and trying to attract first-time buyers in a very competitive space.
Good strategy starts with gathering good data
Due to the fact that Caruso’s Coffee had never sold direct to consumers, there was no historical data to understand customers' online behavior. In order to find out the profitability of each avenue 42connect built and tested campaigns to test paid search, Product Listing Ads, Facebook advertising, email (lead nurturing), online promotions and more. At the same time that we were testing advertising through each of the different platforms, we had an additional goal of increasing the online conversion rate from 1.9% to 2.5%. By the end of our initial testing period we able to determine the most profitable methods of advertising and far exceeded our conversion rate goal of 2.5%, coming in at over 5% consistently.