Exeter Web Design and Digital Marketing Agency - we've built over 900 websites for businesses, charities and public bodies. We specialise in Web development, eCommerce, Digital marketing, Branding, Positioning, Design and Print. Based in Exeter, in Devon, we have clients across the UK. Contact us for help making your marketing more effective.
A lot of our eCommerce clients sell products that are very seasonally based.
For our client, Lyme Bay Winery, October is the month to light the fire and enjoy a glass of mulled wine. They wanted to create campaign that would raise awareness of their Autumn drinks range, provoke a reaction and initiate engagement with customers. Their brief to us was simple, to produce a visual for ‘Autumnal wines for cosy nights in’.
From this basic strapline we designed a meme and decided which wines were best to push out as winter warmers. We based our decision on sales analytics, by looking at what sold best this time last year.
We used the Facebook insights section to discover when would be the best time to post the meme, and we then scheduled in the post. It was posted on Facebook with just a simple status update that asked ‘Which one is your favourite?’ with the tag #autumn. By asking a question in our post, we were initiating engagement and reaction.
By monitoring the organic reach the post created – both in terms of the number of people reached, reactions, shares and comments – we then decided whether or not to post it out on an shot. As the meme got a good response, we then emailed it out to a select email list.
The eshot featured the meme visual, but also included two individual product images that clicked through to their website to buy the wine directly online. The products were separated out on the eshot so customers could quickly buy what they wanted. We then monitored click through and sales conversion.
All in all a small investment for our client in one meme design, but we made it work as hard as it could by choosing the best networking avenues to drive Autumn sales.