Starting point
As part of a plan to diversify web sales and find growing markets, we launched campaigns in Benelux.
The real friction
The logic was high salaries, so high-end rackets. We pushed hard and the results never came.
The fix
- Stopped looking only at platform dashboards and sat down with the commercial team.
- Cross-checked their view with the annual Padel Days report.
- Identified Benelux as an emerging padel market where people start with entry-level gear.
- Moved the campaign to low-end products and outlet.
The impact
Results moved from one week to the next, with the same share of budget.
The lesson
Purchasing power tells you how much a market can spend. Experience tells you what it's ready to buy.
Read the full story: Nobody learns to swim in the deep end
