A sommelier school: 158 sales and 3M₽ revenue
The school expanded into related courses and recorded 532 qualified inquiries at 1,038₽, 158 sales and 3M₽ revenue
The core sommelier course had a narrow search audience. Additional advertising spend on the same requests could not create a much larger market
We examined the existing customers' adjacent interests and built separate funnels for related training, including barista skills, restaurant business and etiquette. Each course had its own landing page and search terms, while multi-course packages gave existing buyers a reason to continue
We will review your situation on numbers: current campaigns, cost-per-lead forecast, launch plan
Context
The wine education school served professionals and enthusiasts in Moscow. Its core sommelier programme reached a limited search audience, so the project explored relevant adjacent courses
What we built
A course matrix based on customers. The source records overlapping interests in barista training, etiquette, serving and cigar culture. These findings informed a seven-course range
Separate acquisition funnels. Each category used its own search terms, landing page and creative. A buyer saw the course they wanted rather than a generic education-centre page
Course packages. Related courses were offered together with a 25% package discount. The reported package price was 60K₽ against 25K₽ for the core sommelier course. Cheaper adjacent courses were also sold independently
Results
The campaign recorded 532 qualified inquiries at 1,038₽ and 158 sales, with 3M₽ revenue. The source reports advertising spend of approximately 550K₽. Total revenue and sales cover the full course mix, so they should not be calculated as if every sale were a core sommelier course
See education marketing for a funnel built around the actual course range and paid enrolments
See also
Story of the week, number of the week, one campaign setup taken apart and what to do before the season. Dubai, Phuket, Georgia
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