Search-to-SpecMarketing research case · 2026Open prototype ↘
Independent speculative studyAcquisition · buyer journey · conversion27 August 2026

Research case 01

Search-to-Spec:
A guided product-selection proposal for Fiasco Pushup Drapes.

Project summary

I reviewed public search demand, Fiasco and competitor advertising, and the current product-selection journey. The evidence suggested one practical opportunity: help buyers turn an event requirement into a clearer starting specification before they contact sales.

Prepared by Alice LiuRead the case ↓
Project status

Independent portfolio proposal based on public evidence. The acquisition plan and website tool are prototypes; no live advertising or performance results are claimed.

01

Research

Identify the buyer-journey problem.

02

Acquisition

Define how Google and Meta lead into the solution.

03

Website prototype

Demonstrate the proposed guided-selection experience.

01 / Research

Research summary

The research was used to make one website decision, not to produce a broad market report.

What I reviewed
  • NZ Google Keyword Planner demand
  • Fiasco’s public Meta advertising
  • Edwards’ scenario-led advertising
  • Public product and enquiry journeys
What I found

High-intent search demand exists but is narrow. Fiasco already communicates product benefits well. The more useful gap is between a buyer’s event need and the correct starting configuration.

Recommendation

Add a short guided selector before the sales enquiry. Use paid media to bring relevant buyers directly into that decision path.

SearchSmall, specific category demand
Paid socialUse cases make the product easier to understand
WebsiteStrong product detail; limited need-based guidance
OpportunityNeed → starting setup → structured enquiry

02 / Acquisition

Proposed role for each channel

Each channel addresses a different level of buyer awareness. Both lead to the same website selector.

G

Google Search

Capture existing category demand
Buyer state
Already searching for pipe and drape
Targeting
High-intent phrase and exact terms
Next step
Open the guided selector
Sponsored · fiasco.co.nz

Find the Right Pipe & Drape Setup

Answer four questions to create a clearer starting brief for Fiasco.

CampaignNZ | Pushup Drapes | Search | Qualified Leads
M

Meta

Introduce the product through the job
Buyer state
Knows the event problem, not necessarily the product name
Creative
Three practical use cases
Next step
Open the same guided selector
Black drape system used as an event backdropEvent backdrop
Portable Pushup Drapes equipmentHide FOH / backstage gear
Modular pipe and drape system detailDifferent event, different setup
Creative routeScenario → selector purpose → specification brief

Proposed channel roles and representative creative only. These are not live Fiasco advertisements.

03 / Website prototype

Proposed website change:
add guided selection before the sales enquiry.

If the website moved from product browsing alone to a short needs-based path, buyers could arrive at sales with purpose, width, layout and existing equipment already documented.

Current public pathBrowse products → compare kits → contact sales
→
Proposed additionDescribe the job → receive a starting point → send a structured brief
Website concept · Guided product selectionInteractive prototype
Pushup DrapesGuided selection concept
Systems    How it works    SupportIndependent prototype

Find your starting setup

What does your next event need?

Describe the job in four steps. We’ll turn your answers into a starting recommendation and a brief for sales.
Planning guidanceFinal configuration should be confirmed with Fiasco.
01 Purpose02 Width03 Layout04 Existing gear

Step 1 / 4

What do you need the drape to do?

Purpose → Width → Layout → Existing gearNo personal data collected in this prototype
Project takeaway

The acquisition work is intentionally simple. Its purpose is to bring the right buyer into a more useful website experience—the interactive prototype above.

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