Cafe Lighting & Living

But first, strategy.

The website was a separate focus, as we conducted a website analysis using Hotjar, followed by an SEO audit and comprehensive 80-page report on our findings, including prioritised recommendations for quick wins and long-term gains. We provided the CL&L team with an email marketing review that analysed the past year’s email content and performance, looking for segmentation and increased revenue opportunities, as well as devising a strategy for the content of the emails.

A significant part of the CL&L budget has historically been allocated to attending key trade fairs that facilitate the all-important face-to-face interaction with clients and enable the team to showcase their new collections and key products. Pepper worked with CL&L to develop a thorough trade fair campaign plan that specified pre, during and post event communications, data collection and analysis and social media content and management. All the documents presented to the client were developed so that staff internal to the CL&L business could follow them and implement the activities and recommendations.

When it came to social media, the CL&L team had a very simple request: to prioritise the look of their Instagram page, as this was the most important social platform for their business. We set about creating a practical and thorough guide for styling Instagram posts.

This directed the pepper team in understanding the look of the brand and was also quickly implemented internally at CL&L across the team. The result: consistent, beautiful and on-brand imagery.

Providing social media management services for CL&L involved creating all content across Facebook, Instagram, LinkedIn and Google My Business. Drawing on a comprehensive suite of products, collections and offers within the CL&L inventory, we had fun working with both posts and stories to share the look of the huge range of product, while also creating a more personal and behind-the-scenes appearance on their LinkedIn account.

A vital part of social is community management and implementing tactics to increase engagement and add value for the audience. Pepper developed a framework for competitions to be conducted through social platforms and set up contact with a variety of industry individuals who will provide valuable partnerships for CL&L moving forward.

With such a large and beautiful range, we wanted to make the buyers’ hard work come to life through content marketing. With the release of their new season’s collection, we worked with the CL&L team to develop a digital look book that was used as a lead generation piece for those attending the trade show. It was also a follow up mechanism to maintain contact with clients and to help identify the best pieces for their own designs, styles and commissions.

To complete this work, we delivered a range of other content marketing pieces and campaigns to be implemented by CL&L through their own marketing automation set up.

Complementing the above efforts that went into the trade show campaign, our team produced a video to be aired throughout the event that drove additional contacts to sign up for more information.

Using the ManyChat Facebook messenger platform, we also automated delivery of our look book, asking visitors to simply scan a QR code to receive the book.

Online reputation is a vital component of digital presence and building audiences. We focused on the improvement of Google reviews for CL&L as a high average rating offers both search result benefit and customer confidence.