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Somerset-based Somerlap Forest Products are a successful, family-run business that’s over 35 years old. They make and sell quality, timber garden products at their five acre site in Mark and business has always been good. But like any ambitious business they aspire to greater things, including increased sales, raising local awareness of their business and getting a ‘bigger-bang’ from their marketing budget. Here’s how Cognique help them…
The design and development of an e-commerce website meant Somerlap could (for the first time) introduce and sell their products to an entirely new online audience. The site’s fresh design and straightforward, responsive layout appealed to customers who could now easily find and purchase Somerlap products. Online orders were brisk and the initial cost of the website build was soon recovered in new sales, representing an excellent ROI.
The new website saved staff time in-house and allowed regular trade customers to order online. It also acted as a platform to market Somerlap products to a growing audience. We continue to work closely with Somerlap, creating subject matter for an ongoing, 90 day Integrated Marketing Plan, that includes content marketing, e-campaigns, PR and graphic design services.
The writing and publishing of weekly blogs continues to be one of the major drivers of organic traffic to the Somerlap website. The blogs we write are visual, keyword rich and are written to offer advice or to educate. These articles aim to re-inforce the value that Somerlap put on customer loyalty and brand confidence.
Using custom-built, mobile optimised templates, email campaigns are sent to a loyal Somerlap customer base. Combining re-purposed blog content, products and special offers, these campaigns are a low cost, customer ’touch’. Auto-responders containing discount codes are used to encourage another purchase and incentivise those customers who may have abandoned their shopping carts.
High impact adverts, combined with well-crafted editorial PR, were used in hand-picked local publications. The striking adverts were designed to increase Somerlap brand awareness, while the editorial focussed on the quality of the products as well as the Somerlap commitment to excellent customer service.
Regularly engaging with an ever-growing social audience plays an important role in Somerlap’s marketing strategy. Facebook adverts and post boosting, scheduled Twitter posting and (increasingly) Pinterest all help increase brand awareness. Added value comes from the NextScripts SNAP plugin, which automatically publishes blog posts to all Somerlap social accounts.
Creating and deploying a marketing strategy is all well and good, but do we know if it’s effective? Cognique created a digital dashboard which gives Somerlap access to an easy-to-read audit of the marketing activity for any period. This online resource is supported by quarterly ‘deep dive’ marketing meetings, which review previous and plan future, strategies.
Kevin Bond, Managing Director, Somerlap