Out of Eden is a family business that serves the catering and hospitality industry. It was founded by Ian and Janet Hartley 25 years ago and provides high-quality products to B&Bs, hotels, guesthouses and self-catering properties throughout the UK.
It all boiled down to confidence
Over the years, being found online and digital marketing techniques have become critical to the company’s continued success.
Mike Gannon, Out of Eden’s managing director explains:
“We have an excellent web manager who has done a fantastic job of maximising our online exposure through organic Search Engine Optimisation (SEO). However, we started to notice that several of our competitors were investing in PPC and paid search techniques and felt it was something we needed to look into.
Online paid search seemed like a bit of a dark art to us. If you don’t know what you’re doing, I imagine you could easily waste a lot of time and money and still not get any tangible results. So we decided to find specialist help and ‘went shopping’ to find someone we could work in partnership with to help us get the best from paid search techniques.
We created a shortlist of companies in the area. The fact that A Digital had
experience in the hospitality sector meant they were
worth meeting.When all was said and done, we felt the most
comfortable with the A Digital team. As well as
being experts in digital marketing, they were
knowledgeable about our sector, and we felt that
we could develop a good working partnership. It all
boiled down to confidence, and we felt confident
that A Digital were the right people for us.
I believe that if you hire experts, you should let
them get on with the job, and we certainly weren’t
The results were exceptional
The paid search campaigns kicked off at the beginning of the year, which included Google and Bing search ads, Google Shopping and re-targeting, which all started to yield results pretty quickly.
Says Mike Gannon:
“Overall, in the 10 month period following the start
of the campaign, we saw a 12% increase in sales. During our peak sales periods, the results were
We’ve also seen an increase in new customer sales through the website, and significantly improved web visitor conversion rates.
While not all of this sales growth can be attributed to the work of A Digital, I do strongly believe that some of it can be. We’re so pleased with the results that we committedto a further 12-month campaign with a significantlyhigher budget.
Creative ideas for email marketing
As well as looking at the paid search activities, A Digital worked with the Out of Eden marketing team to provide support for email marketing.
Mike Gannon said:
“A Digital have worked very well with our in-house
marketing team and have given us a lot of help and advice
with our email campaigns.
Their advice has paid off, and so going forward, we plan to alternate our email
campaigns between our in-house team and the A Digital team.
We feel this will give us a good balance and will help us vary our content and messages to help us keep things fresh. It also encourages us to try new things.
The end result
39k online orders
£4.5m ecommerce revenue
7k new customers acquired
"Obviously, we’ve experienced excellent results from working with A Digital. But the relationship we’ve developed has given us benefits beyond our expectations. Our team has learned new skills and techniques from the A Digital team, and they have essentially ‘held our hand’ throughout our digital marketing transition. We trust their opinion and advice and see this as a long-term relationship."