Our Approach

Bright Owl Marketing started the journey with a full day marketing workshop to better understand Sous Vide Australia’s customers, their buying needs and what type of offers they respond too. We then developed a detailed 12 month marketing, promotional and communications calendar, which included key messaging additional marketing channels to gain awareness. The number of projects Bright Owl Marketing delivered includes:

The Challenge

Dale and Libby Prentice contacted Bright Owl Marketing based on a Google search looking for a marketing consultant in the hospitality industry, and found that Craig Pethebridge’s experience was well-suited their needs. They were looking to get some outsourced marketing support, streamline their marketing processes and also lift their marketing communications to gain more brand awareness and penetrate the market. They also had more sous vide products entering the market and were looking for assistance to help them maximise sales opportunities, both online and through their vast supplier network.

On top of that, they also wanted to launch an exciting new collaborative space in Melbourne with the goal of exploring new ideas and to do recipe development with the latest sous vide and molecular equipment. We called it The Upper Room – created to help wickedly talented chefs or aspiring home cooks to cook more, cook better, and get incredible results every time.

The Results

Social Media, Email and Content Marketing

We successfully established regular email and social media communications to help grow brand awareness and establish authority, where we grew their email database to over 11K customers and suppliers. Email and social media advertising became the main driver of product sales, where on average $20K product was sold each month. The most expensive product sold was worth $13K. Blog posts were created based on interesting topics specifically around interviewing Head Chefs, Products Launches, and Sous Vide Recipes, which also help boost national search engines rankings.

Competitions

We used competitions and giveaways to help grow brand awareness and increase our social media followers by over 120% in the first year, which also contributed to an uplift in overall sales.

Pozible Crowd Funding

We launched a Pozible Campaign to secure crowd funding to build The Upper Room, with most of the funds coming from our email communications and social media updates detailing our journey from concept right through to development of the premises. For donations of $20 or above, customers were able to choose from a range of special products to a wonderful experience, which Bright Owl Marketing developed in conjunction with Sous Vide Australia.

Corporate Presentations

Bright Owl Marketing also developed pitch documents to secure funding from product suppliers where marketing assets could be share and incremental sales could be achieved for both parties.

Product Catalogues

Bright Owl Marketing helped develop and market the yearly product catalogue. Being nearly 80 pages in length, the information guide contained the latest products and accessories and was distributed to suppliers and resellers through their channels. Bright Owl Marketing also provided marketing communications support for suppliers to use for their customers.

Search Engine Optimisation (SEO) Marketing

Updated keywords were developed based on customer searches, key landing pages were updated with met data and descriptions to help boost overall page rankings. Organic search in Google grew by 63% in the first year, which resulted in an increase in sales. They also have 6 keywords now listed on the 1st page of Google, with 2 being in the top position.