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About the business
Bristol-based HUSK offers modern bespoke kitchens, as well as fronts and worktops that can be used to transform IKEA or Howdens cabinets. With a great team of designers, UK-based makers and sustainability at the heart of what they do, they are the ideal partner for design-conscious interior shoppers.
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The problem
After 5 years in business, the leadership team at HUSK wanted to take a step back and re-evaluate their marketing strategy. They needed help to know what was working, what wasn't, analyse their competition and take a deep-dive into their data. They were looking for a well informed marketing plan that they could implement internally for the coming years.
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The solution
The Marketing Plot offers marketing audit and strategy reports to businesses who are looking for a fresh perspective on their commercial strategy. HUSK decided to engage with The Marketing Plot to help give their leadership clarity, strategy and actionable next steps for growth.
Phase One: Initial Consultation and Data Gathering
The Marketing Plot initiated the project by sitting down with HUSK Kitchens' two directors to gain a deep understanding of the company's objectives, aspirations, and future goals. This initial consultation involved discussions about HUSK's competition, their vision for the marketing department's role in supporting the commercial strategy, and an evaluation of the company's marketing efforts over the past five years. Through these discussions, The Marketing Plot aimed to align their strategy with HUSK's core business objectives.
Following the consultation, The Marketing Plot conducted interviews with key members of HUSK's internal team to gather additional insights into the company's operations, market positioning, and challenges. This step was essential to ensure that the marketing strategy would be well-informed and tailored to HUSK's unique needs.
Phase Two: Data Analysis and Market Research
The Marketing Plot delved into HUSK Kitchens' existing data and performed in-depth market research to identify opportunities and challenges. This included the implementation of tracking codes on the company's website to analyse visitor behaviour, an examination of analytical data to understand how competitors were investing in pay-per-click (PPC) advertising, a deep dive into HUSK's social media accounts to assess their alignment with desired demographics, and a thorough review of sales data to pinpoint areas where conversions could be improved. This initial data analysis revealed valuable insights that would inform the final marketing strategy and provided HUSK with immediate, actionable recommendations for improvement.
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Phase Three: Marketing Strategy Design
Armed with valuable data and insights, The Marketing Plot crafted a comprehensive marketing strategy for HUSK Kitchens. The strategy was structured around the four key stages of the marketing funnel: Awareness, Consideration, Decision, and Loyalty. To ensure practicality and alignment with HUSK's team capabilities, the strategy was divided into two main activities - "always on" marketing and specific marketing campaigns. The Marketing Plot provided detailed guidance and recommendations for each marketing activity, offering a clear roadmap for execution.
The marketing strategy developed by The Marketing Plot for HUSK Kitchens was thoughtfully crafted to cater to both their B2C (Business-to-Consumer) and B2B (Business-to-Business) markets. Recognising the significance of a dual-focused approach, the strategy incorporated elements that resonated with individual homeowners and commercial clients alike. For the B2C segment, the strategy emphasised creating brand awareness, enhancing the customer journey, and building loyalty through engaging content, social media initiatives, and customer-centric campaigns. In contrast, for the B2B market, the strategy centered around lead generation, fostering relationships with architects, contractors, and interior designers, and positioning HUSK as a trusted partner in the professional space. By balancing these two market dynamics, the marketing strategy ensured that HUSK Kitchens could leverage its brand appeal while also delivering the tailored solutions and support required to excel in both consumer and business sectors. This integrated approach was a crucial element in HUSK's pursuit of comprehensive market growth.
Importantly, the strategy emphasised the importance of tracking and reporting key performance indicators (KPIs) to measure the effectiveness of marketing efforts. This provided HUSK with a framework for evaluating the impact of their marketing initiatives, enabling data-driven decision-making and continuous improvement.
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Phase Four: Insights for Sister Companies
The data analysis performed by The Marketing Plot also unveiled intriguing insights for HUSK Kitchens' sister companies, Young & Norgate (bespoke high-end joinery) and The Bristol Joinery Co (their local arm). The Marketing Plot recognised the opportunity to create synergies and maximise the group's overall marketing efforts. They provided the directors with valuable advice and recommendations on how marketing endeavours could be coordinated across the group, fostering a collaborative approach to marketing that would benefit all companies within the group.
In conclusion, The Marketing Plot's marketing audit and strategy report not only provided HUSK Kitchens with a clear path to enhance their marketing efforts but also demonstrated how a holistic approach to marketing could benefit the entire group of companies.
Check out more about the Marketing Strategy package here.
"The people at HUSK are doing things right: Known for their excellent customer service, attentive design services and focus on locality and sustainability, they have built a brand that is valued and recognised in the market. This project has given the team peace of mind that their commercial efforts are backed by data and aligned to their business goals, and I'm looking forward to seeing how they execute it!"
