Project Description

Challenge

The initial brief we were provided was for Lexlab to help IGA increase social followers with the ultimate aim of driving more foot traffic in store and therefore increase sales at 2 rural IGA stores. Given the remote nature of the stores, competition wasn’t high and awareness of their presence wasn’t the issue. The real challenge was identifying why locals weren’t buying from these stores.

Strategy

Through our brief interrogation process, it was identified that setting up a solid communication channel to existing and new customers was key to success for Lexlab’s engagement. Success would be to create a mechanism for the marketing team to stay in contact with their customer base for free, rather than utilising paid media, while growing their local database of customers.

Key in the messaging was to show how IGA was the healthier and ultimately cheaper food alternative than fast food & less healthy options.

Approach

To set up a dialogue with their customer base, we recommended hiring an internal marketing support staff member and then trained them on marketing platforms and how to run baseline marketing communications. We then created newsletter templates & a content calendar to support weekly communications to their customer base.

Our cross channel media strategy focused on driving email sign ups (via lead gen) which automatically updated their CRM, and communicating the latest catalogue specials. Working with the in-store teams, we recommended POS (Point Of Sale) sign up forms as well as guided on ongoing social media communications support,

The Process

Discover the brand, Define the custom strategy and apprach, Deliver & execute the paid media and marketing support.

Gallery

Marketing Communications | Search | Social | YouTube Video | EDM | Automation | CRM

Results

We successfully assisted these IGA stores in growing their database, like audiences and staff resourcing & training to support their marketing activities from an ongoing perspective.

4K+

INCREASE IN BRAND ENGAGEMENT

249%

INCREASE IN MAILING LIST SUBSCRIBERS

452%

INCREASE IN SOCIAL MEDIA FOLLOWER BASE