Aaron sat down for our first in-person pod with Amy from Field and Hawken, an online retailer of home and garden furniture.
Her business was booming in the pandemic but now needs serious marketing help!
Business overview
- Field and Hawken sells sustainable home and garden furniture, focusing on teak and indoor/outdoor living products.
- The business started in 2010, primarily on Amazon, before launching their own website in 2013.
- Current annual revenue is around £600,000, down from over £1 million during the pandemic peak.
Marketing challenges and solutions
Over-reliance on Google Ads
- 60-70% of their website sales come from Google Ads, with a total ad spend of around £70,000 per year.
- They should be focusing on fewer, more targeted campaigns instead of spreading budget across 12-15 campaigns.
- Prioritise best-selling products and categories (e.g., sun lounger cushions).
- Implement feed-only Performance Max campaigns for shopping-focused results.
- Regularly analyse product performance to optimise campaigns.
Underutilising customer data.
- Limited use of existing customer data for retention and remarketing.
- Increase email marketing frequency to at least twice monthly.
- Upload customer lists to Google and Meta for retargeting campaigns.
- Implement an Advantage Plus campaign on Meta to leverage customer data.
- Focus on data capture and retention strategies to maximise the value of existing customers.
Balancing multiple responsibilities.
- Managing marketing in-house while running the business leads to time constraints and suboptimal campaign management.
- Consider outsourcing or hiring specialised help for digital marketing.
- Prioritise tasks based on potential impact and ROI.
- Continuously educate yourself on platform changes and best practices.
Key takeaways
To optimise your ecommerce business, start by focusing on your core products and simplifying your campaign structure. Identify your best-selling items and allocate more of your ad budget to these categories, while reducing the number of campaigns you're running to allow for better algorithm learning.
By implementing these strategies, ecommerce businesses like Field and Hawken can optimise their marketing efforts, reduce reliance on a single channel, and build a more sustainable growth model.
Remember, the key to success is continuous learning, testing, and adaptation. As the digital landscape evolves, stay informed about platform changes and be willing to adjust your strategies accordingly.***
Evergreen is a growth marketing agency that works exclusively with home, garden, and lifestyle brands.
Whether you're an ecommerce brand or a brick-and-mortar business, we can help you. Our services include:
Paid search
Paid social
Video & motion
Graphics & print
Email marketing
We have a proven 7-step process that takes your brand from where it is today to where you want it to be, delivering measurable growth through a perfect blend of strategy, creative, and campaigns, all tailored to your business.
Find out more: https://theevergreenagency.co.uk/how-...
Home & garden stories - Our case studies tell the full story - from the strategy, paid media insights, and creative, to the results, alongside reflections from clients and our team. Understand the decisions that moved the needle, see the numbers, and take away lessons to accelerate your own growth.
Watch here: https://theevergreenagency.co.uk/stor...
Home & garden hub - Watch, learn, and apply: our podcast, expert sessions, and behind-the-scenes agency series deliver marketing that helps home & garden brands grow faster, online and in-store.
Watch here: https://theevergreenagency.co.uk/hub/
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Helping home and garden brands grow, season after season.
