Digital Advertising to Drive New Sales
John Gilmour are one of Scotland's best butchers. Founded in 1946, the quality of their meats is second to none. Their list of customers is prestigious, including The Balmoral in Edinburgh and Gleneagles. Prime produce and local sourcing are the main pillars of their offering.
John Gilmour Butchers were for a long time trade-only, supplying some of the UK’s best restaurants. However, the advent of Coronavirus meant the business needed to act fast to create new sales channels. They came to us to help develop their online presence and direct-to-consumer sales funnels using Paid Social and PPC.
Lockdown meant the immediate closure of restaurants all over the UK. As a trade-only butcher, John Gilmour’s revenue stream effectively vanished overnight. The company had to act fast to create a new sales funnel, selling directly to consumers. The team knew that digital marketing was the best way to do this, but weren't sure how to invest to reach the right customers.
Given the advanced targeting options available, Facebook and Google ads were our choices for the new campaign. We used Facebook as the primary platform due to the opportunities for using powerful visuals, and audience targeting and building. Since John Gilmour Butchers were relatively unknown outside of trade circles, Facebook was also the best fit for ‘pushing’ the brand, creating awareness and new sales opportunities.
We decided a budget and set about creating several campaigns, targeting different audiences who coincided with various points in the new sales funnel. We already knew customers were buying meats online - so the potential for sales was there - as long as we could reach the right consumers with the right ad imagery and copy. By creating several campaigns we created a 'virtuous circle’ of top-funnel and new customers, reinforced by remarketing and audience campaigns. This helped bring consumers who were close to conversion back at the right time.
Through working with 8th Row Digital, John Gilmour Butchers now have:
- significantly increased awareness of their brand
- increased website traffic from key audiences
- a new, fast-growing direct-to-consumer sales funnel
They benefit from:
- a 454% ROI (so far)
- growth of their customer base
- an uplift in repeat custom