Coaching/Consulting client in need of an assessment and solutions for their struggling salons.
Case Study
Case Study: Misgana African Art
Coaching/Consulting client in need of strategic marketing guidance to transform their struggling art business.
Overview
Misgana African Art, owned by Seble Asfaw, is a curated African art business that found itself struggling in an increasingly competitive market. Despite having beautiful artwork and a passion for African culture, Seble was facing challenges with unprofitable advertising campaigns and limited customer engagement. Seble and her business were looking for ways to build sustainable growth and attract repeat customers. They had been investing in paid advertising on social media platforms but weren't seeing the returns they needed to justify the investment and grow their business effectively.The Problem
Seble was running paid advertising campaigns that were barely breaking even on good days, with frequent losses eating into her already thin margins. She had no visibility into campaign setup, audience targeting, or performance metrics, essentially operating "blind" without understanding who she was reaching or why campaigns weren't converting. Her focus was primarily on consumer sales, which meant longer sales cycles and more back-and-forth negotiations. She was reluctant to appear on camera for video content, limiting her ability to build personal connections with potential buyers. Additionally, she was spending significant money on professional studio rentals for product photography, further reducing her profit margins.
The Solution
I implemented a comprehensive strategy focusing on six key areas. First, I helped her audit and optimize her paid advertising approach, shifting from "renting" audiences to building owned audiences through strategic organic engagement. Second, we realigned her target market to prioritize commercial clients while maintaining her consumer base. I introduced narrated video content that showcased her expertise without requiring on-camera appearances, which significantly improved engagement. We also shifted from expensive studio photography to lifestyle shoots using her personal network, showing art in real home and office environments. Finally, I helped her develop educational content series and strategic partnerships with interior designers, realtors, and digital publications.The Results
The new strategy delivered measurable improvements across multiple areas. Social media engagement increased significantly through the narrated video content, and the shift to lifestyle photography reduced production costs while improving visual appeal and relatability to potential buyers. Seble began attracting more qualified inquiries and deeper conversations about her art pieces. The strategic partnerships opened new collaboration opportunities and sales channels. Most importantly, she gained clarity on her target markets and effective channels, transforming her approach from guesswork to strategic, data-driven decisions that supported sustainable business growth.
Testimonial
“"Sean has been an incredible strategist and mentor in helping me grow and expand my business. He has been instrumental in defining my customer segments, refining my financial strategy, and creating a marketing plan that aligns with both my customer base and my skillset. His thoroughness and expertise have been invaluable. Having someone like Sean to bounce ideas off of and gain encouragement and support from has been a game changer. I am extremely grateful for his guidance and highly recommend him to anyone looking to start or expand their business!" - Seble Asfaw, Founder, Misgana African Art”
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