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Sector Spotlight: Consumer

May 20, 2021.
Open shop sign hanging in window

Continuing our series for each of our client sectors, today we will be looking at consumer businesses. We have worked with many businesses within the consumer sector, covering a plethora of different services, audiences and tones of voice. Our projects have included marketing campaigns, full service brand developments, and everything in-between.

Llevelo Garden Design

Llevelo Garden Design is a company that produces tailored bespoke garden design. The business takes the time to understand the goals and styles of the client in order to provide plans to suit any outside space.  

Owner and founder, Penelope Walker approached us looking for marketing support after finding it difficult to keep her current website up to date. She also wanted to work on her branding as she wanted to highlight her portfolio and utilise her visual based industry. 

We conducted key phrase research and undertook insight to identify the audience and understand what tone the website content should adopt. The insight revealed that Penelope’s consumer base was keen to see an ‘Inspiration’ blog to provide them with advice and tips. Our technical team created a website solution that crucially, housed a portfolio to emphasise the visual-based focus of the industry as well as the ‘Inspiration’ blog. To support Penelope with managing her website going forward, we ensured that there was thorough training. To encapsulate the visual side of the project, we carried out professional photography which was a key aspect of the brief, to present a modern and friendly design that accentuated the beautiful portfolio. 

Read our full case study on Levelo Garden Design.

Mersea Barns

Mersea Barns is a shop and café which opened in 2016 within a custom-built barn against the peaceful backdrop of the beaches of Mersea Island. 

They initially came to us seeking support with building their brand from the bottom up in order to feel rooted within the community before they opened their doors. Mersea Barns were looking for a way to pull together locals and visitors alike within the close-knit community of Mersea. The challenge with the project came with starting the brand development from scratch. 

We conducted thorough research to understand who Mersea Barns’ target audience was and then used this insight to inform the brand strategy and launch campaign. We developed a brand identity to establish consistency, their tone of voice and their story. The resulting identity particularly drew attention to the local area and the scenery. 

Once the opening day had come and gone, we added additional functions relating to ecommerce and events to further incorporate the community feel. This became particularly important when lockdown restrictions came into play as Mersea Barns could not open its physical premises but they could continue to support the local community with fresh, local produce and ready cooked meals.

Overall we provided Mersea Barns with training, a full toolkit, photography and marketing materials to present a brand that is locally rooted, modern and unique. We have maintained a close relationship with Mersea Barns, providing them with ongoing marketing support and training.

Read our full case study on Mersea Barns.

“Mackman have been amazing, helping us make very rapid changes to our website and strategy. I can't fault them for their helpfulness, creativity and support during some pretty interesting times. Thanks guys - you are total stars.”

Mersea Barns

The Crown

Stoke By Nayland’s The Crown Inn has been a long standing local favourite due to its high standard of food, beer, and artisan wine. The traditional pub set against the picturesque Constable countryside views has made the spot busy with customers.

The Crown came to us seeking a brand identity refresh and a marketing campaign to promote their new guest rooms opening. We began the project with consumer insight to understand The Crown’s values, as well as who their competitors and audiences are. We used these findings to inform the marketing materials and applied this to The Crown’s tone of voice to present something local and traditional. In terms of the brand, we implemented a welcoming personality and simplified the logo.

Due to The Crown’s traditional and local approach, we incorporated the visually appealing surroundings to their website and the marketing. Regarding the campaign, we ran competitions for a free stay locally to boost nearby awareness as well as branching out into the bustling city of London to promote a countryside retreat. The campaign was a success as on the day of the opening, The Crown saw a rise in attention and welcomed a variety of customers.

We have continued to work with The Crown over the years on photography and marketing support.

Read our full case study on The Crown.

Jonathan Lambert

Jonathan Lambert is an award-winning brand based in Lavenham with a prestigious background. Co-owner, Jonathan comes from the Lambert family who have a rich history in jewellery and smithing for royalty dating back to the 1790s. As for the Director, Yasmin Moss, she had previously worked for bespoke and royal jewellers Garrad. 

Their pre-existing website did not offer ecommerce functionality, so Jonathan Lambert came to us seeking a way to offer online transactions. This coincided with their other goal, which was to widen the age and proximity of their audience base.

They particularly wanted to be able to highlight their product range and showcase their prestigious heritage. Due to the high value of the bespoke and product collections, we needed to ensure that customers had a good piece of mind when shopping online.

We initially conducted in-depth insight which revealed that Jonathan Lambert had a diverse and wide ranging consumer base. This, coupled with the brand’s goal to appeal to a younger and further afield audience, led to us creating a website that emphasised Jonathan Lambert’s luxury offerings but also their welcoming nature.

Adding onto this, we furthered the existing brand and took fresh photography to highlight their personal approach. The end result was a functioning ecommerce website that allowed users to use a range of secure payment methods and manage the purchase to delivery process. 

Within the first month of the new website, Jonathan Lambert saw an increase in device sessions and an 11% ROI. 

Read our full case study on Jonathan Lambert.

“We are delighted with our new website. The team at Mackman are a pleasure to work with and made the daunting task of developing a transactional site far easier than we imagined. They listened and took time to understand our business needs, and our audience. They created a site that reflects our values, product offer and services, communicating these in the best possible way. Their professionalism in guiding us through the process made, what could have been a very stressful experience, anything but.”

Yasmin Moss, Director - Jonathan Lambert

Summary

Our range of briefs and required services vary greatly across the consumer sector, from starting branding development on a blank canvas to implementing marketing campaigns. The variety of projects and the different business objectives, make the sector a challenging but thoroughly rewarding one to support. 

If you are looking for marketing support or brand development, please see our services pages or alternatively, email our customer services team at customerservice@mackman.co.uk

Holly Hammond

Holly Hammond

Communication Intern

Holly is one of our communication interns and is a Multimedia Journalism graduate from the University of Essex. Her role as communication intern allows her to pursue her love for creativity and writing while building her experience in SEO, email marketing and social media marketing.

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