How to increase sales in a narrow geography and not the most popular subject: the case of BetonTransStroy

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In 2022, BetonTransStroy, a company that produces and sells concrete mixes, sand, crushed stone and rubble stone, approached us. Concrete hardens quickly, so it is important to transport it using special equipment, and the maximum delivery distance is 50 km.

Volume of goods. Large and wholesale orders are primarily beneficial for the client. We have worked out the semantics for wholesale and indicated the minimum delivery volume in the ad texts - 6 cubic meters of products. Delivering facebook data less is unprofitable due to high transportation requirements, and the cost of delivery may be higher than the price of the material itself.

Seasonality and weather dependence. Most construction work occurs in dry weather, when there is no rain or snow, and the temperature rises above 0° C. The peak demand for concrete and inert materials occurs from May to October. At subzero temperatures from November to February, demand for all categories drops sharply and it becomes more difficult to promote the product.