A hair loss brand that teaches before it sells.
A Brisbane start-up selling men’s hair loss treatment by subscription. We built the store, the CRM and the campaigns around it.
- Industry
- Men's hair loss, sold online
- Location
- Brisbane, Australia
- Built on
- Shopify and HubSpot
- Project lead
Trav White- Scope
- Brand, store, CRM and campaigns
01 The briefBuild joebloe a Shopify store that teaches as well as sells, connect it to HubSpot, and bring in and look after customers through the whole length of a subscription.
A product people are embarrassed to look up.
joebloe is a men's hair loss company started by three old school friends, who wanted to sell treatments and to help men understand why they are losing their hair.
They came to us for an online store and a HubSpot account to run their marketing and sales. It soon became clear the business needed more than that. joebloe sells by subscription, so each sale runs over a much longer cycle than most, and the brand's casual, easy-going voice was a large part of how it talked to people.
The harder problem was the audience. Many men are embarrassed about hair loss, in denial about it, or do not notice until it is well advanced. A shop alone would wait for them to arrive ready to buy. joebloe needed to become the place men trust for information about hair loss, so they would come back before they were ready.
| The part | Asked for | Recommended |
|---|---|---|
| The website | An online store to grow sales | A store that is also a knowledge centre on hair loss |
| HubSpot | An account to run marketing and sales communications | Nurturing tracks that teach people about hair loss |
| After the sale | Not in the brief | Ongoing contact, with support a couple of minutes away |
From the brand to the store and the CRM.
We were with joebloe from the start, so the work runs from branding and design through to the HubSpot integrations behind the store.
Marketing and growth
How men find joebloe, and what they see first.
- Branding and design
- Content generation
- Paid search and social ads
- Lead generation
- Campaign management
Sales and CRM
What happens between a sign-up and a subscription.
- Sales pipeline development and management
- Lead nurturing automations
- Integration with Shopify, Bold and more
Websites and integrations
The store, and the ways a customer can reach the team.
- Website design and development
- Chatbot implementation
- Slack chat integration
- Post-sale nurturing sequences
Pricing and sales numbers reach HubSpot from Shopify as they happen, with no manual work. The team replies to website chat from Slack.
Reach them, teach them, and stay in touch after the sale.
A subscription is a long sale. Each stage had its own job, from the first ad to the photos customers share months later.
Reach them, Social campaigns
Campaigns across several social channels, built for lead generation and purchases, bring people in to sign up.
Paid search and social ads
Teach them, The knowledge centre
The store carries a large knowledge base of articles on hair loss, and new leads get automated nurturing with what they need to make an informed decision.
Lead nurturing automations
Sell to them, Shopify and HubSpot
The Shopify store connects directly to HubSpot. A pipeline tracks each customer from their first interaction, and pricing and sales numbers reach HubSpot as they happen, with no manual work.
Pipeline from first interaction
Keep them, After the sale
Long-term onboarding and nurturing keep the brand in touch after purchase, and customers are invited into the community by sharing their photos.
Post-sale nurturing sequences
Hear them, Chat, bots and Slack
Chatflows put a real person one website visit away, bots answer common questions, and messages reach the joebloe team in Slack so they can reply within seconds.
Chatbots and Slack integration
How the brand talks
Casual, like the founders
joebloe's easy-going way of talking to customers was part of the brand, and the communication we built encourages it.
Education first
Information about hair loss comes before the product, so men see value in the brand beyond what it sells.
Always easy to reach
Several ways to get in touch, so a customer can always reach someone.
Teach men about hair loss, and they keep coming back.
Selling a subscription people need convincing about?
Four goals. Where each one ended up.
What joebloe asked for before the project started, and where it stood in its first few months on the market.
Goal 01
More sales, through an online store
We built a Shopify store that teaches as well as sells, connected directly to HubSpot.
18%
customer growth, month on month. The store and its e-commerce tracking worked as planned, and pricing and sales numbers reach HubSpot as they happen.
Goal 02
HubSpot to run marketing and sales
We built a pipeline from first interaction and campaigns that bring sign-ups in, and connected Shopify so its numbers arrive with no manual work.
25%
more leads, month on month. The social campaigns built up a large pool of leads, and HubSpot tracks each one from their first interaction.
Goal 03
Nurturing that teaches
We built automations that give new leads what they need to decide, and long-term sequences after the sale.
Running
ever since, with fewer customers dropping off. The nurturing keeps customers interested long after they buy. For a subscription, where each sale runs much longer than most, keeping customers is the business.
Goal 04
A knowledge centre on the website
We built a knowledge base of articles on hair loss and treatment options into the store.
35%
traffic growth, month on month. Information about hair loss comes before the product, so men see value in the brand beyond what it sells, and they keep coming back.
Put together, joebloe's first few months on the market went well: traffic, leads and customers all grew month on month. What joebloe valued most was that every stage of the buyer's journey was worked on at the same time, from the first ad to long after the sale.
The work has grown from there: an information booklet, packaging and other printed material, and plans for us to develop and launch a sibling brand.
“Neighbourhood have been with our startup joebloe from the very beginning till now. Advising from initial branding and marketing, through to the product going to market and now selling worldwide. Looking after branding, marketing, HubSpot integration and website consultation and development they are a true one spot shop. Look forward to our continued relationship and thank you helping us grow”
Kristian Tognini
joebloe
Who ran it
Trav WhiteHead of AI Engineering
Led the project across the brand, Shopify store, HubSpot integration, campaigns and nurturing.
HubSpot Certified Trainer, 9 HubSpot Impact Awards, Founded Neighbourhood in 2015
Starting a brand and need the whole thing built?
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