Key Takeaways:
- Dutch Martech startup Embrosa has raised a 450k euro seed round to help global brands publish hyper-local social advertisements around brick-and-mortar stores that sell their brand.
- Embrosa’s software is connected to Facebook and Instagram and automatically publishes advertisements on many different platforms for individual retailers.
- The investment will be used to further develop the technical platform and scale up the sales and marketing teams.
Martech startup Embrosa has successfully raised a seed round of 450k euros to help global brands promote their products through hyper-local social advertisements around brick-and-mortar stores that sell their brand. The Dutch startup enables brands to publish personalized ads that are targeted to the ideal local audience that should see them, ultimately motivating consumers to shop locally. Embrosa received funding from 7 investors, with the investment fund of LIOF as the lead investor, along with Limburg Technology Investment Fund (LTIF) and 5 Angels.
The Problem Embrosa is Solving
Many independent shop owners are not active on social media platforms such as Facebook and Instagram, which means they miss out on customers, sales, and revenue. Brands sold through these stores see the problem and want to help shop owners communicate on social media about the store and their products. The suppliers pay to make local shops more visible on social media and to increase traffic to the brick-and-mortar stores. Embrosa addresses this issue by bringing the shops in the high street digitally up-to-speed in the field of marketing, by working closely together with their suppliers, the brands.
The Embrosa Solution
Embroasa has developed software enabling brands to publish social media advertisements in, for example, 10 different languages, in 13 different countries, and hyper-locally targeted around 300+ stores. All ads are personalized on a hyper-local level in terms of the text used, the visuals of the ads, and the language. This means that each store gets its own advertisement, with its own photo and name, and the targeting is tailored to the local customers. Embrosa also takes care of translations, so an international brand can publish hyper-local personalized advertisements for hundreds of independent stores throughout Europe.
Embroasa’s software is a smart marketing machine that is connected to Facebook and Instagram. From the Embrosa library, which is filled by brands, the machine automatically publishes advertisements on many different platforms for each individual retailer. Embrosa currently does this for wine brands, whisky brands, and optical/eyewear brands, but plans to expand to other industries and more countries.
Saving the High Street
Embroasa’s mission is to save the high street, which is an essential part of every community. Local entrepreneurs are the foundation of every community, and if we are not careful, we will lose them due to our own online shopping behavior. Consumers want to shop locally, but they need to know what is for sale. Embrosa brings the shops in the high street digitally up-to-speed in the field of marketing by working closely together with their suppliers: the brands.
CEO of Embrosa, Melanie van Norden, makes it concrete: “Think of kids’ eyewear. Milo & Me is a children’s eyewear brand, and this brand is sold in hundreds of optical stores in Europe. These kids’ glasses are still mainly sold in-store, by the trusted local optician. Kids’ eyewear is not sold through webshops. It, therefore, makes no sense for the Milo & Me brand to set up an international advertising campaign because the potential buyers of this children’s eyewear brand live or work within a radius of 15 kilometers around each and every store. Moreover, the buyers are mainly parents with children. So you just want to publish ads hyper-locally in a radius around every store that sells Milo & Me and show these Milo & Me ads to young parents. And you do want to highlight the independent optician in the ads too. Because it is precisely his or her advice that we, as end consumers, trust the most. We have automated this process of personalization and hyper-local publishing.”
With Embrosa’s technology, independent shop owners can promote their products on social media platforms and increase visibility, ultimately leading to increased sales and revenue. Embrosa’s mission to save the high street is crucial as local entrepreneurs are the foundation of every community, and their presence in the high street is vital. The investment raised by Embrosa will be used to further develop the technical platform and scale up the sales and marketing teams.
Expansion Plans
Embroasa is currently internationally active in the food industry, beverages industry, and the optical industry. The startup plans to expand to other industries and even more countries. The software developed by Embrosa has proven to be efficient and effective, making it an essential tool for brands that want to promote their products locally.
Conclusion
Embroasa’s technology solves a significant problem for independent shop owners by helping them promote their products on social media platforms. The investment raised will help the company further develop its technical platform and scale up the sales and marketing teams. Embrosa’s mission to save the high street is critical as local entrepreneurs are the foundation of every community. Embrosa’s software has already proven to be efficient and effective, making it an essential tool for brands that want to promote their products locally.
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