Go 2 Market started working with Julian Downs of Rannoch Meats in early February 2013 to help better understand the prospects for growing their farm direct beef sales. Julian, an IT professional during the week, and his wife raise Red Devon cattle in Greytown property in their spare time.
Rannoch Meats had been selling direct to the public for a few years and wanted to crank up sales. With little spare time on their hands they needed someone to come in and quickly assess and provide options around channels, recommend changes to current marketing and generate sales.
Go 2 Market quickly engaged with the hospitality sector to understand their requirements, the competition and the opportunities for a local food producer to get attention.
When introduced to the idea, Wellington restaurants liked having local beef on the menu especially if it came from a lesser known heard of bred of cattle. By calling in to speak with the chef at Ti Kouka Go 2 Market was able to have Rannoch Meats Red Devon beef feature in the restaurant’s dish for the prestigious Wellington on a Plate competition. Calls to other restaurants were also positively received and soon there was interest a plenty for Julian to followup.
The outcome was much the same for direct sales to home buyers. Go 2 Market spread the word and it didn’t take long for people to understand the value proposition of buying beef direct from the farm. Part of this awareness raising took place as a result of a survey. Go 2 Market surveyed past, current and prospective customers. The results were very informative and were turned into actions including communicating the main information customers wanted, more promotion, and changes to delivery.
Social media also played a part in awareness raising including reaching out to bloggers in the food community. As a result Rannoch Meats was promoted in a number of food related blog posts.
The outcome of all the calls, emails, social media and conversations, was an exponential increase in awareness of Rannoch Meats. Over the five week period of Go 2 Market’s engagement Rannoch Meats website had more than five times the number of unique visitors it had for the same period in 2012. Every day the traffic was higher relative to the same period the previous year.
Pleasingly, there were also 23% more page visits and 9% more time spent on the site. The bounce rate also dropped by 30% as proportionately more people reached the site they wanted, www.rannochmeats.co.nz Best of all, increases in all metrics over the same period last year continue to be at very high levels even after the engagement with Go 2 Market.
Julian has the final word on the engagement “Objectives have been achieved and I am one very happy customer of Go 2 Market.”
Thanks Julian, bon appétit!