We decided upon a multi-channel marketing campaign to reach new potential customers and also build on their existing customers average order value, by encouraging cross-promotion from lower value consumable items to larger furniture and equipment orders. A multi-channel approach is proven to be significantly more effective than just using one medium and hoping your target audience sees it, and remembers it. We therefore decided upon a printed 6 page flyer, an email and Facebook PPC adverts. The flyer was sent out first, followed by the email and Facebook Ads set live the following week, with the aim of acting as a reminder to people who had received the flyer (from Berwick’s own mailing list) and as a standalone item to those who had not received a brochure.
We decided upon the Comida Dining Range as the furniture to showcase in this campaign, as Care Home Chairs had a high click through rate (CTR) from existing Google PPC campaigns. We combined this with lower value consumable items, some of which were Covid-19 specific such as a wall-mounted thermometer and face masks as research showed searches for these items were high. We also included items that would be applicable at any time, such as disinfectant wipes and PPE door caddy.
Berwick had not previously ran any Facebook Adverts and their Facebook page had been inactive since 2019, so we created some organic social media posts to assure viewers that the company were still active. We installed a pixel on the website and setup aggregated events to track activity and conversions. We created a campaign directed to an audience of existing customers, people similar to Berwick’s best customers, and people who had visited the website previously but never made a purchase. The Facebook campaign generated online sales of over £10,200.
Berwick had struggled in the past with their email database and had been blacklisted. We worked with them to cleanse this database into good quality, opted-in leads. The email was sent to existing customers and prospective customers, and then again two weeks later as a reminder.