The first stage of the strategy was PPC and social (paid and native), which ESV has managed since 2015. Stage two was SEO, for which ESV developed a successful, bespoke SEO programme to increase traffic and ranking, as well as generate ‘contact spikes’ in peak ‘furniture’ season. Once this was finalised, the third stage began – in order to stand out amongst a crowded sector, we needed to ‘elevate’ their suite of digital promotional material.
Bell produced a digital content strategy and then created several sets of content that broke through the clutter and conveyed no only the brand ethos of Out & Out, but also that their furniture looks great and has the high quality to match. Our research shows that even in this e-commerce age, the old adage remains: furniture has to deliver style and function as promised. To date, we have produced static and video digital ads, paid social content including copy, HTML email and web banners of multiple sizes. All three pillars of the ESV/Bell programme work together seamlessly, with good economies of scale.