How a story sells quality Czech dishes

[suchona.kani.z]

We interviewed Jan Fabini, CEO of Fabini, a company that produces high-quality, timeless tableware. How does the popular e-shop deepen its relationship with customers, what content works for the company on social networks, and what is the monthly marketing budget?

You're no stranger to the world of e-commerce, what about online sales of Fabini products? Do those who love cooking buy online, or do most of your sales go through brick-and-mortar stores?

It is crucial for our brand that we sell only D2C, i.e. directly to customers. We do not have any resellers and at the moment it is only possible to buy our products on our e-shop. However, we may also see a brick-and-mortar store in the future.

Who does your marketing – an agency or do you have an in-house team?

We use both. We have an in-house team for marketing, and we laos email list use external people to help us with specialized areas like PPC or PR. They are not agencies, but freelancers with whom we work so closely that we essentially consider them members of the team.

Do you focus on organic content, or do you rather invest in performance advertising?

Our communication is based on quality content, we try to provide customers and not only them with practical advice and tips, such as here . This works very well for us, people see that we understand what we do, that we do not communicate just to sell something. At the same time, we continuously invest in performance advertising, which is an absolutely essential part of our marketing mix. When you want to grow quickly, you probably can't do without it.

What kind of content works best for you on social media? Are you also trying Reels, live videos, etc.?