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Weekly promotions and new stock is how B&L keep their brand and products fresh and attract retail customers.
The marketing campaigns were split into 4 core categories of women, kids, baby and men's clothes. Each had 10-20 different new weekly products, with different budgets based on stock levels and margins.
I created a comprehensive 4 week product calendar that mapped out all the categories and products, which were converted into campaigns and ad groups, with the budget and margin calculations formatted to ensure the correct allocation of the marketing budget.
Each product would get a new URL created the day before the weekly promotion was due to run, so I needed to include this into a shared Google sheets document, so could then import to Google Editor, which helps save hours of manual work between the client and marketing team.
Enhanced sitelinks were also updated weekly to support the promotional offers and drive awareness of the best deals online.
With over 180 stores across Australia, store visits was another important metric for the business and influenced the digital marketing budget for each store. Using the in store conversion rate and average shopping basket value, the number of store visits was given a calculated instore revenue forecast. This data was overlaid with 20km radius of physical stores to drive online and instore revenue.
We helped Best & Less break their highest revenue record 8 times in the first month of introducing our budget weighing system and increase ROAS 43%.
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This client didn't have any finalized branding when I joined the team. I helped them finalize their brand ID (which they have since changed) and developed email templates based off of the guide for a cohesive member experience. They also had under cared for email flows.
Challenge: underutilized email marketing list
Challenge: lack of social media presence
This brand only sells in their brick and mortar store. With email marketing our team brought in a consistent 20% more revenue and an extra $60k in sales for Black Friday (store typically makes $2.5M yearly) and with social media management we grew their sales 40% month on month.
BudgetNet had established themselves as a highly respected provider of NDIS plan management services over their short history.
Their growth had been on the back of word of mouth, referrals and paid search.
With more and more competition entering the market, however, they had noticed their cost per click and return on investment on paid search campaigns get slowly chipped away.
They knew that longer term, they needed an SEO strategy in place to protect their online presence in the market.
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