Digital Advertising to Drive New Sales
John Gilmour Butcher's are one of Scotland's best. Founded in 1946, the quality of meats is second to none and testament to that is their list of customers including The Balmoral in Edinburgh and Gleneagles. Quality of produce and local sourcing are pillars of their offering.
John Gilmour Butcher's used to be trade-only, supplying to some of the best restaurants in the UK. But then Coronavirus came and the business had to pivot fast to create new sales channels. They came to us to help them develop their online presence and direct-to-consumer sales funnels using Paid Social and PPC.
The Coronavirus hit the UK and lockdown was announced. Being a trade-only butcher this effectively cut off John Gilmour Butchers' revenue stream overnight. The company had to act fast and create a new sales funnel by pivoting to sell directly to consumers. The team knew they needed to engage in digital marketing but weren't sure how to invest to reach the right consumers.
We immediately thought of Facebook and Google Ads given the advanced targeting options available. However, Facebook took the role as primary platform for running ads because of its powerful visual opportunities, audience targeting and audience building options. Additionally, John Gilmour Butchers was a relatively unknown name outside of trade circles so Facebook also offered the best fit for 'pushing' into consumer minds to create awareness and new sales opportunities.
We decided a budget and set about creating several campaigns targeting different audiences that coincided with various points in the new sales funnel. We already knew customers were buying meats online so it would be an easy enough sell if we could reach the right consumers with the right ad imagery and copy. In essence by creating several campaigns we created a 'virtuous' circle of top-funnel and new customers, reinforced by remarketing and audience campaigns to bring those consumers close to conversion back at the right time.
Significant awareness and website traffic increases from key audiences, and the establishment of a new growing direct-to-consumer sales funnel.
- 454% ROI so far
- Growth of customer base
- Uplift in repeat custom