At the beginning of 2014, an East Midlands based Garden Centre turned to Fill the Gap Marketing as they were looking to outsource some of their marketing activity in order to attract a younger market to their Garden Centre through social media and online marketing. The company had someone in-house to do their marketing previously but results were not being achieved.
Outsourcing for growth
At Fill the Gap Marketing, we always believe you need to know your market before doing any marketing communication. This is to ensure you get a better result from your marketing.
Our relationship with this client began with an analysis of their current social media use and their website – this was to determine how these channels could be used to target a younger market to their garden centre.
Based on the results, it was decided that a new website was needed to give the garden centre a more modern look (thus appealing to a younger demographic) and for social media to be more engaging, as well as being used to promote more than just the gardening side of the business.
Working with an external website designer, a website was developed that now attracts over 3000 visitors on a monthly basis and has a conversation rate of 15%. Updated regularly with gardening tips and blogs, the website continues to attract enquiries daily.
Based on the analysis, Fill the Gap Marketing introduced a strategy to their Facebook and Twitter accounts. Over a 12-month period, we helped the company’s Facebook page likes increase by 115% – this was using a combination of competitions, engaging effectively with followers and sharing useful content. We also helped attract a younger demographic to the page, with 60% of followers now being aged between 18-44.
Continued support as business expands
With the launch of a soft play area at the end of 2014, as their outsourced marketing team, Fill the Gap Marketing were on hand to manage the 100s of enquiries that came in during the first couple of weeks of the launch, helping promote the new side of the business through social media.
To this day, Fill the Gap continue to work closely with this expanding and increasingly popular local garden centre.