Before we worked with them, most of the business’s revenue came from old trade accounts, local customers and word of mouth, rather than a targeted marketing strategy that reached out to Gelato lovers across London and the rest of the UK.
Whilst Marine Ices was the pioneer of Gelato Ice Cream in London, over the years the brand that had lost relevance and stagnated due to a lack of investment in branding and marketing. The brand message, marketing collateral and photography poorly represented the inimitable taste and quality that Marine Ices was renowned for.
Marine Ices knew that they boasted exceptional ice cream, which once experienced would result in repeat custom at their parlour and through more trade orders. Their core business problem was that they had lost significant market share to emerging Gelato brands– and they had no active strategy for new customer acquisition in order to re-invigorate the business.
Marine ices needed a branding strategy that delivered excitement, that could then be rolled out across multiple marketing channels to boost sales and profitability across the business , which amplified differentiation. We launched an entirely new brand idea, “Endless Summer, Whatever The Weather”.
The strategy was to tie Marine Ices more closely to the experiences and feelings that we wanted people to associate with their ice cream. Marine Ices’ gelato represents the metaphorical “taste” of those great summer feelirngs. The brand has been positioned as a contemporary aspirational one, backed by 85 years of heritage.
We aligned the brand experience across the website and all print and point of sale collateral, equipped with stunning photography that we creatively directed, to effectively communicate the brand message and reposition the Marine Ices brand.
With a luxury design, logical user journey, compelling copy writing and a search engine friendly build, the website was redeveloped from a passive online brochure to an active sales pipeline.
The marketing strategy we have created for Marine Ices has been a multi-channel one from building up reviews on review sites, increasing their PR exposure with glowing reviews published in several newspapers, SEO, social media strategy, copy writing of their sales materials, consultancy on better conversion from trade shows and business development training using Linkedin.
Our brand positioning solution has been commercially powerful and stunning to behold and has manifested in a 150% increase in sales and profits for Marine Ices within 12 months.
They have been delighted with the increase in trade and consumer enquiries and the speed at which these have converted into lucrative new business, thanks to a clearly articulated brand proposition, cross channel marketing and training of their sales teams to increase conversions.
The brand has won back significant market share and achieved recognition from their competitors and existing clients alike. We look forward to their continued growth and success.
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