Distinctive Gardens

Success Story

Growing local sales

Illinois-based plant and landscaping business Distinctive Gardens increased total sales for its annual Christmas tree fundraiser by 2.8X using local awareness ads.
  • 6,137 people within 15 miles of the business saw the ads
  • 2.8X increase in total retail sales during the event
  • 2.8X more trees sold
  • $2.63 cost per thousand impressions (CPM)

Their Story

A business built from the ground up

Distinctive Gardens opened in 1999 as a place for like-minded gardeners to cultivate plants and grow friendships. Today, the business sells unusual plants and gifts, hosts events, and offers landscaping services in Northern Illinois.

Their Goal

Sowing the word

Co-owner Lisa Higby LeFevre was looking for a way to advertise Distinctive Gardens’ annual Christmas tree fundraiser. Since the store is located in a rural area, she needed an easy way to reach people in neighboring, but still distant, rural towns.
The insights we get from advertising on Facebook have helped us in all areas of our business—you can’t get insights like that from other advertising channels.
Lisa Higby LeFevre, co-owner, Distinctive Gardens

Their Solution

Planting the seed

To reach the most people living in her rural area, Lisa used local awareness ads.
Lisa quickly set up her local awareness ads using the default settings and then:
  1. She targeted a 15-mile radius around Distinctive Gardens, selecting men and women aged 18–65+, and ran the ads on News Feed for mobile and desktop.
  2. Lisa used 4 different images to see which ones got the best response. She kept the copy the same among the ads to easily see which image was the strongest.
  3. Lisa ran the ads for 3 days and optimized her bid to reach more people throughout the campaign.
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Products used

Goals

Their Success

Reaping the rewards

Distinctive Gardens exceeded its expectations during its 3-day local awareness campaign in December 2014, reaching many new customers and more than doubling sales year over year.
  • 6,137 people within a 15-mile radius of the business saw the ads
  • 2.8X increase in total retail sales during the event, compared to the previous year
  • 2.8X more trees sold than last year
  • $2.63 cost per thousand impressions (CPM)
There’s an added level of awareness for small and medium-sized businesses that comes with using Facebook Ads. The targeting insights I get changed the way we do business.
Lisa Higby LeFevre, co-owner, Distinctive Gardens