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Foulgers Dairy - Case Study

As the Covid-19 crisis continues, we’re all seeing shifts in consumer behaviour, product demand, customer relationships, and priorities. During the past 3 months, we’ve seen all businesses switch their marketing strategies to the ‘quarantine mode’, with changes of operational hours, budget allocation, and planning.

Although for many this has resulted in running their business in a very different way as they get to grips with furloughing employees and reacting to a challenging consumer marketing, for one Suffolk-based business, Covid-19 has presented them with a world of opportunity.

REJUVENATION IN DOORSTEP DELIVERY

Foulgers Dairy supply a wide range of goods locally sourced where possible, and provide a quality delivery service to the local Suffolk community. They offer every day essentials, from milk to bread, to the more unusual, including garden and homestyle products.

When the UK government imposed the lockdown on the evening of 23rd March 2020, the way that we interact, shop, and view ‘priority’ services was transformed overnight.

However, businesses like Foulgers Dairy were in a unique position as their services became more sought after and the appreciation of having not just a local milk person, but one that also delivered groceries, on their doorstep was met with much enthusiasm from the surrounding areas.

COMMUNITY GENERATED CONTENT

By building this level of rapport with Foulgers Dairy’s community, we were able to encourage their photographs of their own doorstep deliveries, featuring fresh milk, household items and delicious chocolate treats.

By using these photographs across their social channels, we were encouraging interaction from followers and ensuring everyone that Foulgers Dairy were still out and about delivering goods, even during a pandemic. They were trustworthy and reliable.

A mix of this content and company updates to keep everyone suitable informed resulted in an increase of 93% impressions (the number of times that content was displayed to a user) and a rise of 169% engagements (the number of times a user interacted with a post).

To accompany our work managing the growth in engagement, we also supported the team at Foulgers Dairy managing the continuous flow of direct messaging. Typically, they were questions enquiring about specific delivery locations from new customers who needed that alternative supply of groceries. The flow of messaging was continuous from early morning till late at night, all day and every day. This required a further strategic approach to make sure all customer communications were consistent via phone, email and direct messaging.

COMMUNICATION THROUGH A CRISIS

No matter if your business was thriving or at a standstill during the Covid-19 crisis, it’s incredibly important to continue communication with your customers, clients, and partners.

As presented here, a well-managed strategy can help build your profile, ensure your customers understand your challenges and even support you through the transition of your business.