Case Study: A Glowing Testimonial From Golden Coast
“A total marketing package can’t just be bought. To be done well and produce great results, it needs people that not only live and breathe their craft but have the patience and skills to completely understand their clients’ needs and the complexities of the market they operate in.”
Jamie Adams, Managing Director of Golden Coast
And he continues, “M&G have worked closely with Golden Coast to produce some of the finest material seen in our industry including; web, design for print and online advertising, copywriting and social media. Their candid approach to doing business is not only refreshing but ensures we are completely involved in the ongoing development of our marketing strategy which has over the past 6 years has been an exciting and enjoyable journey.”
Golden Coast is the country’s largest independent distributor of pool, hot tub, sauna and steam products to the UK wet leisure industry. Based in Barnstaple in North Devon, their sales and distribution network not only covers the entire country but also extends into Europe.
They are a family run firm with more than 35 years in the business. Proud of their tradition of innovation and customer service, they constantly seek to be more than just one step ahead of their competition.
Social Media Consultancy & Marketing Strategy
In 2010, Golden Coast initially approached Aren Grimshaw to give them a better understanding of what was then a relative newcomer to the world of marketing, social media.
That brief quickly expanded into a request for a more encompassing Marketing Strategy that would see Golden Coast move away from more traditional media and methods and embrace the wider opportunities of digital marketing.
A Marketing Audit and a considerable amount of online and offline research into the market that Golden Coast worked in revealed some significant challenges but also many opportunities.
As a distributor, Golden Coast couldn’t deal directly with the public, and yet, they needed consumer demand to draw their products into local and national dealers and installers.
Our initial marketing strategy involved the construction of four, interlinked websites. Three of these were designed to inform the public on the benefits of spas, pools and saunas via a content marketing strategy. These sites would also gather potential lead enquiries that could be passed on to Golden Coast’s dealer network.
The fourth site carries content offering specific, detailed business and marketing advice for members of the wet leisure industry.
Almost all of the content for the four sites was generated by Minchin & Grimshaw which, to date, adds up to researching and copywriting on more than 350 articles.
At the same time, key members of Golden Coast were given training on Twitter, LinkedIn and Facebook and appropriate properties and activity was established.
Marketing Audit & Data Analysis
Minchin and Grimshaw run in-depth, bi-annual strategic reviews that include marketing analytics combined with an analysis of sales figures. Changes in the marketplace and changes in Golden Coast’s business model have obviously led to an evolution of some aspects of the marketing strategy.
Two of the original consumer facing, content marketing sites have been re-purposed ensuring that the large amount of traffic that these sites are receiving is to the benefit of brands which Golden Coast held distributor rights for.
In planning and evaluating the Golden Coast strategy, one frustration for both parties was the lack of industry-wide market data and so in 2011, the Wet Leisure Survey, a national survey conducted both on and offline, was launched.
Now in its 5th year, Minchin & Grimshaw design the survey, collate and analyse the data and produce the annual Wet Leisure Survey Report, which is distributed at SPATEX, the UK’s largest dedicated event for the entire wet leisure industry.
Marketing Consultancy & More
Over the course of the relationship we have become involved with almost every aspect of Golden Coast’s marketing. Our activity now includes:
Brand advertising in national trade magazines
Blog posts, newsletters and thought leadership articles
Facebook Targeted advertising
Web site development and digital strategy
Alongside specific projects and more regular activity, Minchin & Grimshaw work extremely closely with Golden Coast and provide what is in effect a constant marketing consultancy service, acting as a sounding board for new ideas, proactively suggesting activity as opportunities arise or marketing technology develops and enjoying the feeling that we are a part of Golden Coast’s business team.
In an extremely competitive industry, Golden Coast have set and achieved aggressive growth targets year on year.
Or in the words of the client:
“Looking good is one thing, seeing a return on our investment is another and although it’s difficult to pick out any one single element of our marketing activity that has been a game changer, it’s evident that since taking Minchin and Grimshaw on that we have gone from treading water to annual growth and renewed positivity within the business.”