Our Approach

To achieve Custom Icing’s business objectives, Bright Owl marketing created and implemented an integrated marketing plan. After refreshing the site to make it more intuitive with enhanced functionality and stronger calls-to-action, we then focused on Google Adwords, On-page SEO and Social Media Advertising, which played a key role in driving traffic to the website. This increased not only awareness, but really helped the business stand out from the crowd. A content marketing strategy was developed with social media and email marketing being the main channels to promote the diverse range of products available.

Bright Owl Marketing’s services included:

The Challenge

Michelle Bailey, the owner of custom icing came to Bright Owl Marketing because she was overwhelmed with all the marketing information available online and didn’t know what to make of it. There was no marketing automation, not email list segmentation, and her marketing activities were ad hoc at the very best. Despite the business being around for 10 years, there are some people that still didn’t even know it existed. Michelle wanted to change all of this so did a Google search for an experienced marketing consultant that had the right knowledge and could help turnaround her eCommerce store into a sales powerhouse.

The Results

MailChimp & Google Analytics reporting help determine what information is being read and how users navigate through the website. We also inserted compelling offers for every eDM sent out. Customer segmentation ensured that our offers/triggers were sent to the right person that would take up the offer.

We also introduced a VIP program to make business clients feel valued and rewarded for their repeat custom. The rewards could be used either to increase the amount spent per order, or to increase the number of orders made over a given period of time. The details of the program were promoted on the website, in the newsletter and on social media and email communications to the wider business community.

By introducing new products, Custom Icing could start targeting previously untapped customer markets. Bright Owl Marketing successfully launched Printable cocktail art, Printable products on lollies, mints, chocolate and Printable food wrappers, allowing the business to further build sales and revenue, where this growth allowed the business to hire additional sales and support staff.

From all our hard work, we achieved a 447% increase in revenue generated from email marketing alone. We also grew the database threefold and now have developed a loyal customer base to further drive sales and revenue for the business. 

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“447% increase in the revenue generated from email marketing. Yes, I am happy with that as the improvements keep coming. Thank you for helping me overhaul my Google Ads and now I know what to look for to gauge it’s ROI accurately. 

Working with Joanne from Bright Owl Marketing I have learnt so much and implemented a lot of what I have learnt. It is still a work in progress. But thanks to Bright Owl I have a vision and a great Marketing Plan framework to keep me on track. In the meantime, I am carefully managing this delightful growth we are experiencing, month on month, still.”

Michelle Bailey, Custom Icing