The Client
A family-owned animal supply franchise store in British Columbia with two locations, specializing in bird seed and bird houses.
The Challenge
Is digital marketing worth it? This retailer had a loyal local following, but when it came to digital marketing, they were skeptical as it was an unknown for them.
Their online presence amounted to $300 a month on Google Ads through another small agency. The rest of their advertising went to local community TV and radio, mostly sponsoring weather reports.
However, their customers were increasingly searching and shopping online, but the online sales were fairly small in total value.
The Goal
Get the brand in front of more people in their trading area and turn that awareness into steady, daily website traffic to promote online orders.
The Strategy
Built awareness first. We launched web display ads across their trading area so more locals would start recognizing the name.
Brought in Meta ads, in two phases.
Phase one: Brand awareness. Introduce the store locations with high-quality brand messaging.
Phase two: Promote online products with local delivery, giving customers an easy way to shop from home.
Told their story. The store has a rich history, long tenured staff and real local expertise, so we placed paid digital PR articles to build their brand offerings. People trust a business with local roots and this was a great introduction to potential future customers.
The Results
Website visits increased by over 50% in the first year
E-commerce channel was further established with local delivery to support it
Retailer was recognized for most improved sales by region, year-over-year at their National Franchise conference
The Key Takeaway
Every year, new residents move in and out of neighbourhoods and sometimes the best strategy to integrate local ad efforts with new digital advertising to meet customers where they are and how spend their money. In this case, a diversified approach secured the win!