Problem
Our client in the beauty industry was about to open a new retail space, due to significant business growth.
With the increased pressure of higher overheads, larger targets and a bigger space, our client contacted us with the view to develop a strategic marketing plan for the launch, provide a team of professionals who could execute required activities and project manage the marketing resources required for both the pre-launch and ongoing activity.
We approached this opportunity as a partnership relationship to drive results.
Solution
The End To End Solution We Delivered:
✔ Development of full-funnel digital marketing strategy
✔ Long term content strategy and development, including 2 large scale photoshoots - which have now delivered over 10,000 new brand images to be used across all digital channels
✔ Omnichannel focus - successfully aligning the message and customer experience across all traditional channels, digital channels and also in-salon
✔ Ongoing training and support for internal team, whilst keeping our finger on the pulse
✔ Setup, integrations and execution of regular email marketing, which are outperforming both the industry averages and our own performance targets by over 76%
✔ Setup, integration and execution of email automation, including welcome and birthday emails
✔ Ongoing organic social media recommendations to ensure current high level of audience engagement is maintained and grown
✔ Strategy and execution of monthly paid social media advertising, driving an increase of 80% in bookings directly from social media
✔ In salon experience - integrated monthly digital acquisition campaign to also be reflected in salon, through print media and staff recommendations
✔ Setup, integration and development of a custom data dashboard to provide transparency across marketing and business performance metrics and aid in faster, more informed decision making
Implementation
Activities for pre-launch and launch including:
- Digital and Social Media Marketing Strategy
- Website Development (v1 and v2) including key integrations for lead capture and reservation system
- Content Strategy and Storytelling
- Pre Launch and Launch Photography
- Research and due diligence for the online reservation system
- Technical implementation of the online reservation system
- Email Marketing
- Paid and Organic Social Media Marketing
- Development of custom reporting dashboard to integrate google analytics, email, social media, booking and other business performance metrics
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The Team
Virtual Marketing Manager - Alexandra King @ ask Marketing
Content Strategy - Lauren Ryan @ ask Marketing
Graphic Design - Nisal Ositha @ ask Marketing
Photographer - Chantelle Kemkemian
Highlights
- Email marketing strategy outperformed industry averages and own performance targets by over 76%
- Omnichannel marketing strategy drove increase of average order value by 18% and total sales by 120% YOY
I have been working with ask Marketing VMM's for the past 2 years.
The ask Marketing team take care of all big picture strategising - from strategy workshops, campaign calendars and regular content shoots to internal team support, performance reporting and overseeing all day-to-day marketing activity.
The ask VMM's have their finger on the pulse and provide the unwavering commitment to marketing that every business needs. From driving increased revenue through email marketing to driving repeat customers, the ask VMM's have over-delivered on all the objectives they set out to achieve. We have developed a true partnership.
They combine performance data, technology and strategic business thinking with my knowledge of the industry, to ensure we continually exceed on business goals. I would highly recommend partnering with an ask Virtual Marketing Manager. It will be one of the best business decisions you will make.
Natalie Papadopoulos, Owner & Founder, The Parlour Room
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