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In the world of wholesale, reaching the right buyers can be more challenging than it should be. We’ve heard from brands that it’s hard to find channels, outside of trade shows, where you can get targeted exposure to independent retailers. That’s where Faire comes in.
Now, we’re excited to offer you an opportunity to get in front of even more retailers and accelerate your growth with our first wholesale advertising tool, Promoted Listings. Developed based on feedback from brands, Promoted Listings is an easy and effective way to showcase your products to high-intent buyers on Faire and drive more sales.
With our pay-per-click model, you only pay when retailers show interest in purchasing your products. Simply set your spending limit, and we’ll handle the rest, ensuring your brand is highlighted to retailers searching for products just like yours.
To show you just how powerful advertising on Faire can be, we spoke with four brands that have been testing Promoted Listings since early 2024 and are already experiencing impressive results:
“With Faire’s Promoted Listings, our customer base keeps growing, and they’re good customers. They keep coming back. In terms of customer acquisition costs versus lifetime revenue, it blows everything else out of the water.”
Eric Ludy, co-founder, Cheese Brothers
These brands are boosting their visibility, growing sales, and acquiring the kinds of customers they have been working hard to get their products in front of every day.
Cheese Brothers finds ROI in new customers that keep coming back
Founded by two friends in Wisconsin, Cheese Brothers makes delicious cheeses, like honey sriracha Gouda and dill Havarti, with local Wisconsin milk. When Cheese Brothers first joined Faire, it had a memorable start. “We did $3,000 [in sales] our first three days on Faire,” says co-founder Eric Ludy. Fifteen months later, Faire’s new advertising tool is accelerating the brand’s growth even further. “Promoted Listings is about as easy as it can get,” says Eric. “It’s literally just setting a budget.”
Cheese Brothers has already seen a 49% lift in customer acquisition and a 49% increase in order volume, compared to what they drove organically in the same period. “With Faire’s Promoted Listings, our customer base keeps growing, and they’re good customers,” says Eric. “They keep coming back. In terms of customer acquisition costs versus lifetime revenue, it blows everything else out of the water.”
In the past, Eric explains, Cheese Brothers struggled to find the niche customers it wanted for its business. “These smaller retailers don’t tend to go to trade shows and are inherently harder to reach,” he says. “But the retailers we get through Promoted Listings are placing 8 to 10 orders a year. It’s a less-than-a-year payback cycle for customer acquisition.”
With their new ads, Cheese Brothers welcomes specialty grocers, gift shops, small cafés, boutique markets, florists, liquor stores, and more as new customers. “Promoted Listings is far and above my easiest sell on investments because these customers are supremely valuable,” says Eric. Faire uses data and customer insights to automatically target verified retailers who are a good fit for your brand—no campaigns required. “Our reorder rates and conversion rates are high enough that any customer we acquire, we can pretty much bank on them being a repeat customer.”
Eric is excited about the opportunity ahead: So far, Cheese Brothers has about 1,400 customers on Faire—and there are over 100,000 retailers that carry food. “We’ve only just tapped into the market, so anything we can do to reach a broader swath and grow that pool is awesome.”
Honey House Naturals gets noticed…without breaking the bank
Honey House Naturals, known for its bee-inspired products, like beeswax lotions and candles, also moved much of its business online during the pandemic. Joining Faire was a quick win. “It really helped us transition to more online sales,” says sales manager Keri Willis, but she’s always on the lookout for ways—particularly affordable ones—to grow sales. “What I like about Promoted Listings is that it is a very reasonable investment for something that can get more people looking at us and trying our products,” she says.
Faire’s pay-per-click pricing model means that brands aren’t charged for visibility. They’re only charged when a retailer clicks on a promoted listing—something Keri and her team appreciate. “With Facebook and other paid ads, it’s a huge investment before you get anything,” Keri explains. “For a small business like me, Faire’s Promoted Listings doesn’t take much effort or money.”
So far, Promoted Listings has led to an 83% lift in customers for Honey House, and those newly acquired customers have led to a 60% increase in order volume, compared to what they saw organically in the same period. “Promoted Listings is a way for us to make a minimal investment and see results,” Keri says. “I can just look at the data and easily see all our impressions, which is awesome.”
Lark Fine Foods increases orders without leaving home
From Essex, Massachusetts, Lark Fine Foods sources the finest ingredients to make “grown-up” baked goods with sophisticated flavor profiles, like salted rosemary shortbread and pistachio cherry sables. During the pandemic, like many other brands, Lark Fine Foods prioritized online sales and moved away from in-person trade shows. In terms of customer acquisition, this was a helpful change, explains chief operating officer Bob Carroll, as it was difficult to discern what worked and what didn’t at the trade shows. “We’d meet people, sometimes get an order, but sometimes not for 12 months,” he says. “It was just really hard to tell.”
Promoted Listings was a welcome opportunity for Lark Fine Foods to invest some of the budget they’d previously put into shows into digital marketing. “We had always thought, ‘How can we grow this business we have on Faire?’ ” says Bob. “So I appreciate that there’s now this opportunity.” Promoted Listings help brands stand out in the Faire marketplace and increase visibility with favorable placement on high-traffic search and browse pages. Lark Fine Foods is already attracting more attention and has seen a 41% lift in customer acquisitions on Faire and a 57% increase in order volume since January 2024, compared to what they drove organically in the same period.
“Compared to trade shows, Promoted Listings has huge value,” says Bob. “I can just take a quick look at the dashboard, see my promoted listings, and know exactly what each customer costs to acquire—and I don’t have to get on an airplane and go to a trade show to do it.”
Calyan Wax Co. optimizes its ad spend with Promoted Listings
Calyan Wax Co. creates natural, eco-friendly soy candles and donates 5% of its revenue to end human trafficking. They used to invest heavily in Facebook and Google ads, and while it saw success for its DTC business, the results didn’t meet its expectations for wholesale. Promoted Listings on Faire, however, has been a different story. Calyan has seen a 61% increase in customers acquired and a 41% lift in order volume, compared to what they’d seen organically in the same period. “We’re happy with that number: Our promoted listings are already paying for themselves,” says Hope Putty, head of sales.
Hope used to travel to Atlanta, New York, and Nevada for trade shows, “but a lot of retailers have switched over to online buying. By the time you pay out commission costs, attending trade shows for wholesale isn’t worth it.” Hope’s team wanted to put more money into marketing and even tried doing paper mailers, but they failed to see results. “As soon as Faire’s Promoted Listings popped up, we finally had the answer,” she says. “Promoted ads on Faire appear where relevant retailers are looking.”
The retailers Calyan is acquiring through Promoted Listings not only fit their target demographic, but Hope’s team can easily evaluate their performance with ongoing data and monthly insights. “I like having data at the end of the month,” she says. “Our numbers look good and have been consistent from the beginning.”
How your brand can get started with Promoted Listings on Faire
For those looking to stand out in the marketplace, advertising with Promoted Listings is an easy, hands-off way to acquire new customers and form valuable new relationships. All you need to do to get started is set a monthly spending limit, and you’ll have the flexibility to make adjustments and pause your ads at any time. We recommend trying Promoted Listings for at least a month to assess your results before making any changes.
Your experience with advertising on Faire may be different from these other brands. We don’t guarantee any minimum number of impressions, clicks, or sales and encourage you to consider your specific business’s needs when deciding whether to try Promoted Listings.
