A Brief Backstory:
Marketing Managed (Bacon Marketing) initiated a targeted campaign with Helen Browning’s Organic to enhance local business relationships. Following a direct mail outreach, we convened at Helen Browning’s headquarters for a crucial summer meeting.
Challenge:
Helen Browning grappled with a significant hurdle – which is the lack of a coherent, long-term marketing strategy. Their reliance on sporadic social media content and paid ads to drive traffic towards their e-commerce platform left a strategic void. The lack of a clear, long-term marketing strategy was the real issue. Their marketing team, comprising five individuals, also juggled responsibilities in operations, sales, and logistics. This led to fragmented efforts, where channels were being worked on independently, and the team lacked a unified direction. While each member had expertise, their efforts were disjointed, and hindering effectiveness.
Client Brief:
Recognising their need for a robust marketing strategy, Bacon initiated crafting a comprehensive six-month marketing plan. The goal was to amplify the visibility of their organic farm-to-table products, spanning both online and offline avenues. Beyond the initial challenges, we also focused on comprehensive planning. This included a blueprint of five specific campaigns, some focused on a single channel and others incorporating multiple channels, aiming to address the disjointed marketing efforts.
Our Roadmap:
We researched and made a detailed analysis of Helen Browning’s marketing landscape – auditing their channels, auditing their marketing. This involved scrutinising social media, content strategies, website engagement, paid media, and offline activities – studying the pain points and buyer’s persona, which could be reasonably improved within a very short period. This analysis formed the bedrock for our subsequent strategic initiatives.
Strategies:
Phase 1: Baseline Analysis
In response to the multifaceted challenges, our team conducted a thorough audit of Helen Browning’s marketing channels. This process identified strengths, weaknesses, and areas for improvement within a condensed timeframe.
Commencing with a detailed baseline analysis, we outlined a comprehensive snapshot of their existing channels. This not only provided invaluable insights into the current state of affairs but also laid the groundwork for future strategic initiatives for their marketing and branding.
Phase 2: Creating a Marketing Playbook
Using the gathered insights, Bacon crafted a bespoke “Marketing Playbook”. It detailed a roadmap of social advertising, direct marketing, email campaigns, video marketing, events, and a dedicated marketing campaign for their meat box subscription. Each part included personnel allocations, methodologies, and expected outcomes.
Phase 3: Cross-Selling Optimisation
Recognising the untapped cross-selling potential, the playbook offered strategies aligned with Helen Browning’s market positioning. The combination of the pub, restaurant, hotel, and physical shop, all had the potential to drive both traffic, and sales through the e-commerce platform, sign-ups for the newsletters, subscriptions for the meat box, and growing the social media presence organically.
Phase 4: Holistic Integration of Digital and Traditional Marketing
Acknowledging the team’s skills, we ensured the playbook ideally integrated digital and traditional methods, offering a fresh perspective for better branding and boosting sales. We also provided consultancy on the implementation of more appropriate marketing tools to enable more in-depth study into their metrics, ensuring that future optimisation opportunities were not missed.
Outcome:
The playbook served as a guide, aligning with the blueprint option in our service offerings, offering a complete audit and plan. This ensured the team had senior-level guidance on what to do and when. It instilled a structured approach, alleviating the stress associated with ad-hoc campaign planning. Initial phases focused on social media and direct marketing, followed by a strategic blend of digital initiatives and carefully curated in-person events. The six months that the plan was focused on running for became a repeatable, and seasonally adjustable plan that cycled for nearly 2 years.
Conclusion:
This case underscores the potency of a meticulously crafted Marketing Playbook. Tailored to specifications, it became the linchpin for Helen Browning’s marketing success. The infusion of strategic planning and maximising on the internal resources expertise, empowered the team to drive their marketing forward. Our approach challenged norms, ensuring Helen Browning’s stands out in a competitive market.
Listen to what our client says about us!
“We originally thought Marketing Managed (Bacon Marketing) approaching us was, in fact, some very clever marketing! As a pork-based business selling award-winning bacon, we felt it was worth opening the email, then I realised Marketing Managed (Bacon Marketing) is, in fact, a small thriving local business and it was a no brainer to want to make contact and find out a little more about what they have to offer and how they could help us.
Phil is engaging, incredibly clever and very knowledgeable on technical and practical marketing – it was an easy decision to ask them to help us on a project to build our newly launched meat box sales.
Phil gave us some fabulous tools, advice and ideas – we have a physical document too that we’re using day to day, monthly and yearly for planning and actions. We’re delighted to continue to work with Phil & the team as friends and colleagues.”
– Claire Bailey, Helen Browning’s.
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