Maggie Beer and her team are passionate about great food, delicious recipes and their growing Food Club community.
With increased online engagement from their loyal Food Club members, and with restrictions tightening in 2020 due to the pandemic, the Maggie Beer Products team were determined to expand their digital presence and amplify their online sales.
After determining their needs and conducting further research into the industry, it was identified that our Digital Expansion Program would provide the most value.
After collaborating over the past year, these are a few of the key strategies that contributed to Maggie Beer Products receiving a "significant increase in Return on Ad Spend (ROAS)" — and the confidence to invest more into digital marketing to grow the business further.
Sharing delicious, seasonal recipes
Generating a positive return is always the goal for our clients — especially when the client provides clear sales targets. However, this does not mean that the focus of every advertising campaign needs to be sales-orientated.
In fact, businesses who provide the most value to their audience, in the long run, will win (but you probably knew that already). As Maggie Beer Products had no shortage of educational, engaging content, there was a clear opportunity to leverage this content to engage with new prospects.
An example of this can be seen through our 'Seasonal Recipe' Facebook & Instagram campaigns. By working with the Maggie Beer Products team, key recipes were identified that received high volumes of organic traffic and engagement — and were relevant for the current season.
With these seasonal recipes, we created Facebook Carousel Ads, which allowed users to swipe through and see multiple delicious recipes.
If someone was interested in a particular recipe and clicked through to read more, the products sold at Maggie Beer Products, that were used in the recipe, featured at the end of the recipe page.
Despite not having a clear 'Buy Now' themed message incorporated into the advert messaging or the landing page, this 'Seasonal Recipe' campaign continues to be one of our best performing.
Leveraging remarketing
After learning more about the user journey from the Maggie Beer Products team, we helped create many tailored remarketing advertisements, based on where the user was at in the buying cycle.
So if a user watched a 'Cooking with Maggie' video, joined the Food Club, and even if they abandoned their shopping cart, we created ads that were tailored to their behaviour and needs.
Despite the benefits of re-engaging with 'warm' prospects, there was still an opportunity for Maggie Beer Products to do this even better — which brings us to the Food Club.
Promoting & leveraging the Food Club
Did you know that you get 20% off your first order when you join the Food Club? There's actually a tonne of benefits for joining: a monthly email from Maggie, access to the newest recipes & promotions, and free shipping when you spend $80 or more — all just by subscribing (which is free to join).
Again, like the 'Seasonal Recipe' campaign, we wanted to provide as much value to new prospects as possible — and ask for the least amount of commitment.
However, there was still one problem to overcome. Mailchimp suggests that the typical email open-rate for the 'Food' industry is approximately 23% (this doesn't necessarily reflect the Maggie Beer Products results, but it provides some context). With a portion of their Food Club community not opening every email, promoting the Food Club on Facebook and Instagram meant these members didn't miss out on the newest promotions and messages from Maggie.
Feedback from Chantale, the CEO of Maggie Beer Holdings
"We started working with Market Ease in April 2020 and since then they have helped us achieve significant growth in our e-commerce business and social media presence. The Market Ease team are fantastic to work with, with their hands-on approach, accessibility, and extensive expertise. We have worked with other digital agencies before, but Market Ease have spent the time to get to know our business and its goals – they now feel like they are part of our team!
I love that they are always monitoring our campaigns, tweaking when required and that we get regular reporting and communication on campaign performance.
We have seen a significant increase in our Return on Ad Spend (ROAS) and they achieved the targets we gave them in only a couple of months. We now have the confidence to invest more money in our digital marketing to grow our business further."
The takeaway: a sales target doesn't mean every ad has to shout 'Buy Now'. By leading with genuinely valuable content — recipes, the Food Club, behaviour-based remarketing — Maggie Beer Products grew online sales and ROAS, and earned the confidence to invest further.
