What was the starting point?
Anna Metcalfe worked for Hancocks in a freelance capacity between 2000 and 2015 – starting with just one project before becoming heavily involved in the company; as is often the way with a good outsourced marketing resource.
Hancocks is a confectionery wholesaler and traditionally traded from 20 cash and carry depots in addition to directly with larger businesses. At the starting point for online wholesaling, the company simply had a small “corporate” website that welcomed around 5,000 visitors monthly. Nothing was sold online.
Anna actually highlighted the lack of an online presence as a key weakness, leaving the door open to competitors harnessing new ways to market. The decision was taken to initially trial wholesaling a range of 350 products online in 2011 (the range in depots was 5,000) and this has since grown to more than 2,000 products as the service rapidly expanded.
Consistently creative, enthusiastic and adaptable to our requirements as a fast-growing wholesale business.- CEO, Hancocks Holdings Ltd -
What did we do?
Anna was instrumental in the Hancocks ecommerce project from the outset. A team of three set up the trial with a local web agency and Anna project managed all aspects of the task. As the project grew extremely rapidly, a web agency change was necessary and Anna was very much involved in the transition, identifying a web partner that specialised in wholesale ecommerce.
From an ecommerce marketing point of view, Anna developed the schedule from the ground up, advising Hancocks on the best way forward. Email marketing was established to offer category advice and online promotions, firstly using Campaign Monitor and then migrating to the DotMailer platform where Anna practically managed a full schedule of integrated transactional email marketing to various segments, including the management of voucher codes and other bespoke online offers.
Regular banner creation and promotional events were undertaken by Anna, integrating stories and special offers across the blog, social media, email and trade press when relevant.
Working closely with the web agency, Anna greatly assisted SEO work with clear direction, the creation of relevant landing pages, blogging and other copywriting and PR. She also assisted in the planning of Pay per Click (PPC) advertising.
This was a high growth ecommerce project and became extremely successful. The marketing has now been handed over to an in-house marketing team who will carry on with the good work that Anna developed.