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Gabriel Ash – Paid Advertising Case Study

Gabriel Ash designs and build high-end timber greenhouses. These quality garden structures have features with impeccable design and manufacturing that make them unique in the market.

As their business model is to sell ‘off-the-page’ or online with no retail presence, the marketing material for the brand has to highlight, portray, represent and reflect its premium status.

Gabriel Ash brochure mock up

The Challenge

For many customers the first encounter is in the press – magazine or newspaper – or online, on social media. So the look and style of an ad or post, and the message it conveys needs to get across the same holistic brand perception. Our challenge is to catch the attention of the audience and encourage them to click or call up for more information, creating a lead for the Sales team to follow up.

The Solution

Most of the newspaper advertising appears in the weekend supplements of the quality daily press, either ‘Home Interest’ or ‘Gardening’ sections. Being in the newspapers does give you a relatively broad brush stroke of readers, but knowing they are looking at the home sections means the ads are as targeted as possible, especially the gardening sections.

Rather than being full page, the newspaper insertions tend to be more unusual shapes, which in some ways allows you to be more creative. And as a shared page it is always important for the ad to stand out amongst the other copy on the page. Social media also only allows a certain size or amount of images and copy to be used meaning that we have to be resourceful.

The ads and posts tend to be offer-led, as newspapers are a short-term media and each edition is only around for a couple of days, meaning the offers shown need to be very specific in their timing. With the digital social media posts we can turn them on or off, or update and amend in real time to benefit the campaign.

The look of all the creative is always very similar, using house fonts and specific colours to make them recognisable as Gabriel Ash ads, irrespective of the publication or media type.

The Results

Potential customers are encouraged to request a brochure or look to the website to obtain more information, and from this initial contact a dialogue is started which will hopefully lead to a sale. And to encourage this conversation to start a time-limited offer is highlighted in the ad or post, often as a headline, with a prominent telephone call to action.

Our hard work on social media marketing – a three-month lead generation campaign across Facebook and Instagram – generated impressive figures for Gabriel Ash. It achieved hundreds of likes and accrued over 40 comments. Over the three months, the campaign had an impressive result with over 110 leads and more than 550 unique ad clicks.

We hope that this case study has given you an idea of our knowledge, experience, and expertise in this area. We specialise in graphic design & branding, website design & development, and SEO. If you have any questions, would like to find out more or would just like a chat about what we could do for you, please get in touch on 01204 493382 or [email protected]. We look forward to speaking to you soon.

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