DIY Direct Marketing Management
DIY Direct is an online retailer selling thousands of professional choice tools and sundries to DIYers and trade contractors in the UK. They approached Cherry Marketing in 2017 to help them with their overall marketing direction, with the goal of increasing UK sales and growing their brand into a national player in the DIY market.
We initially carried out an in-depth review of their business offering, competitors, marketplace and audience insights, crafting a plan to achieve their goals through a mix of branding and digital marketing. With the plan set we then carried out a stage of asset creation to help communicate their key propositions and appeal to the target audience.
An initial issue to overcome was the brand name which communicated a strong DIY message, despite the business looking to market also to trades. We established a tiered targeting strategy that would allow the brand to appeal to both audiences, communicating their trade heritage and using the strapline ‘The Trade’s Secret’.
The .com domain had naturally picked up an international audience despite the business solely operating in the UK, this was quickly resolved through a mix of SEO and social media.
We looked at ways we could approach generating sales without heavy costs, this was achieved through social media, CRM and affiliate schemes.
We also established a paid presence with Google to ensure they achieve both PPC and organic sales.
Key to e-commerce success is understanding marketplace trends and leveraging key periods using a range of sales promotion tactics. This strategy has been tested and honed and is now the foundation of the overall marketing direction.
Since 2017 the brand has achieved constant growth and has hit monthly targets. The CRM strategy is now well established and beginning to perform as a key sales driver for the business, social media presence shows we are reaching critical audiences and other digital initiatives are beginning to flourish. We are now looking forward to launching a long-awaited mobile-friendly website to step change the business and take us into a new phase of growth.
Cherry Marketing is incredibly proud of the success we’ve achieved for DIY Direct, especially given a restricted budget and initial website limitations, and we are looking forward to continuing to develop the brand and helping them reach new highs in the future.
View the DIY Direct website here.
