Company Info:

The digital service Manettas Seafood Markets has brought Sydney its first truly interactive online fish market with the aim of creating greater and more convenient access to over 120 different seafood products, all of which are sourced directly from the Sydney Fish Market morning auction (which is an auction open exclusively to industry) as well as Australian suppliers and the local fishing community.

My achievements and involvement:

I have worked and is still working with Manettas Seafood Markets.

I was initially engaged to run their Facebook Ads, and drive sales via their online store. And due to the success, G Squared, with myself, are now running their Google Ads & Search Engine Optimisations as well.

One of the most important factors when it came to success working with Manettas Seafood Markets was that I strategised and built their retargeting system. I had to consider the priorities of our target market and seeing as we were drawing on their familiarity of the brand and its products, seafood needed to be heavily featured.

In addition, messaging needed to resonate well with users, and promote Manettas’ key selling points around fresh, quality seafood, delivered to your door.

Messaging would be tweaked depending on which phase of our retargeting system the users were within.

The retargeting system came in the form of a four-tiered retargeting system:

·        Level 1 – viewed content, but didn’t add to cart

·        Level 2 – added to cart, but didn’t purchase

·        Level 3 – had made some purchases recently (> 1 in 180 days, < 1 in 30 days)

·        Level 4 – VIP purchasers (> 2 purchases in past 180 days)

Manettas delivers seafood fresh from the Sydney Fish Markets, their products are incredibly fresh and high quality. As such, I also identified the opportunity to re-engage previous purchasers with ads focusing on the products they had previously enjoyed or viewed on the website (dynamic retargeting).

So, within these tiers, users were grouped generically, or categorised by types of products purchased:

·        Oysters

·        Lobster

·        Prawns

·        Platters

·        Salmon

·        Fish

By applying a dynamic retargeting strategy to Facebook Ads the results dramatically increased the Return On Ad Spend (ROAS).

Results starting from January 2020 until May 2020, going from a moderate spend of Around $3-400 per day with a low ROAS to spending almost $7,000 a day and with a ROAS exceeding $25:

The above result is nothing short of incredible and since I managed to drive such a good result for Manettas Seafood Markets, they have been able to grow as a business as a direct result. This incredible uplift in results were acknowledged in Deloitte’s 50 Fastest growing Tech companies awards. Manettas Seafood Markets managed to become the 7th Fastest Tech Company in Australia year 2020.  This can be seen on the following link:

https://www2.deloitte.com/content/dam/Deloitte/au/Documents/technology-media-telecommunications/deloitte-au-tmt-tech-fast-50-2020-winners-report-26112020.pdf