COVID-19 Business Continuity Insights and Digital Marketing Tips
Tenderbites, a meat retailing enterprise, teamed up with Growth Rocket to expand customer reach and ramp up conversions. Through Facebook and Google advertising, we drove a significant boost in conversions and generated greater customer retention.
increase in Facebook ad conversions
increase in Google ads conversions
Increase in ecommerce revenue
Increase in ecommerce purchases
Tenderbites is a premium meat retailer in the Philippines. It supplies imported meat including USDA angus, Japanese wagyu, Korobuta pork, and lamb for special occasions. It also offers customized meat cuts prepared by skilled butchers and delivered straight to a customer’s doorstep. Since 1990, it has been the go-to shop for top-quality, aged meat products for middle to high-income families.
Tenderbites wanted to expand its reach to untapped markets by amplifying its online presence through Facebook and Google ads. To achieve this, Tenderbites needed a partner that could assist in paid search campaign management while minimizing costs. Growth Rocket developed a strategy to increase conversions and improve paid ads revenue.
We harnessed the power of Facebook ads to place Tenderbites’ key differentiator front and center: customized premium meat cuts. To boost ad performance, we employed dayparting strategies to reach the right people at the right time.
With COVID-19 restrictions and lockdown measures in place, fewer people are leaving the house. With this in mind, we aligned our strategy to reflect the current climate and targeted stay-at-home customers. We emphasized free delivery options, and crafted ad copy that would appeal to their need to enjoy home-cooked meals made from premium cuts.
For maximum impact, we adopted a dayparting strategy to tickle the senses and target the right customers at the right time. We split the day into three segments (breakfast, lunch, and dinner) to deliver well-timed ads for homemakers. Depending on the schedule, we tailored our ads to reflect morning, noon, and evening meal times. By doing this, we were ramping up brand visibility and encouraging more customers to convert.
We added the cherry on top by banking on Tenderbites’ unique selling proposition: customized meat cuts. We crafted our ads to focus on customer value by emphasizing the brand’s personalized, premium meat cuts. Then to push customers one step closer down the funnel, we provided the assurance that they could order from the comfort of their homes and have the meat delivered right to their doorstep.
With the power of Google ads, we kept Tenderbites top-of-mind for their customers. Through a combination of display ads and search ads remarketing, we focused on re-engaging inactive customers.
Our goal was to connect with people who had visited the Tenderbites website who hadn’t placed an order yet. Keeping this in mind, we designed our ads to attract more prospects to the top of the conversion funnel. Unlike traditional remarketing, we only served up our ads to people searching for related keywords. This approach helped Tenderbites maintain top-of-mind awareness.
We wanted to maximize the brand’s presence on the top of the SERPs. Through expanded text ads, we drove more traffic and valuable clicks to their website. We opted for this type of ad because its longer and takes up more space than other search ads. We used the additional headlines and longer descriptions to our advantage to provide greater customer value.
Email is a cost-effective and personal channel for customer retention. Through the power of email, we sent out weekly email campaigns covering bestseller cuts, discount promos, and more. The end goal was to maximize the lifetime value of loyal customers and encourage them to purchase again.
Growth Rocket successfully crushed Tenderbites’ paid advertising goals while keeping the client’s cost of sale within limits. This ensured that each campaign is paying off. Through our data-driven and customer-centric approach, we scored the following wins:
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