Paolo Marchetti Interiors is a bespoke fitted furniture company with retail outlets in Hampstead Heath and Tottenham Court Road. Abacus was commissioned to deliver a variety of digital marketing support, including PPC, SEO and social media. We were also contracted to deliver ongoing management of the website. The backdrop to our engagement was that the client had been working with various UK marketing agencies without great success to encourage potential customers to book a free design visit – this was on the basis that their sales team was likely to convert a percentage of these visits into sales. Over an 18-month period, we managed to achieve a 400% increase in bookings.
Our strategy on Google AdWords was to start with a very broad list of almost 20,000 potential keywords, a total which was honed down over a period of time to about a tenth of this quantity, so that we were able to unequivocally identify those keywords which were most likely to deliver high quality visits.
Conversely, we focused on less than 20 keywords (e.g. bespoke fitted furniture) for our search engine optimisation (SEO) strategy, though we continually analysed performance for related keywords, and this strategy saw tracked keywords increase to 200 keywords over a two-year period.
The social media strategy was to build a high-quality audience of relevant followers and to ensure the client was perceived as being an expert within the home furnishings and interior decoration sector.
We identified that there were issues with the website that needed to be overcome, and we were commissioned to design and develop a new website with a greater depth of content and a more logical navigational structure, which significantly improved the user experience. We designed and printed a series of brochures too – these were also hosted in digital form on the website.
We delivered an integrated market research project, which included a review of the UK retail sector and the furniture industry, an analysis of competitor websites, mystery shopping, staff consultations, customer focus groups, and an online questionnaire aimed at the target market demographic.
‘The team at Abacus were a real pleasure to work with. They impressed us with their passion and enthusiasm and we really felt we were working with people who were like a virtual extension of our team. The results speak for themselves. Highly recommended.’
Paolo Marchetti Interiors