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Fogo Marketing Ltd
7 Aircraft  Esplanade
Farnborough Road
Farnborough
GU14 6TG

+(0)1252 372590
info@fogomarketing.com

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The Brief

Salvo is one of the UK’s leading specialist Italian food wholesaler. Established some fifty years ago as a family firm, Salvo has gone from strength to strength, continuing to source the very best Italian products for its clients. Acquired by Rondanini in 2011, they are the first Italian food wholesaler to offer fully integrated online ordering via their ecommerce site. Salvo approached Fogo to help them increase brand visibility with their target audience (B2B foodservice) and to grow their social media presence and increase traffic to their website.

Our Approach

As always, we made it our mission to familiarise ourselves as much as possible with Salvo as a new client. Following an initial scoping meeting with them, we created a customer survey for them – encouraging participation with a prize draw of a luxurious 3kg Loison Panettone. The learnings from the survey were invaluable in helping us to shape the marketing strategy. We spent a couple of days on the road with the sales team to meet customers face to face and learn about the relationships Salvo have with them. We were then able to agree a strategy and create a detailed tactical marketing plan.  With e-mail marketing and social media at its core, we devised a schedule of communications for customers and prospects.

Whilst product focused to an extent – we were keen to make sure that Salvo retained a personal touch as well, hence the creation of a newsletter, featuring familiar team members and anecdotes as well as important product news.

Our objective with Salvo’s social media was to grow their audience on Facebook, and to a lesser extent Twitter and Instagram, as well as increase engagement. Through daily communications and initiatives such as a Facebook competition we raised engagement by several hundred percent and increased engagement immensely through consistency, interesting content and sponsored posts to increase reach.

We have also been working to raise awareness of Salvo in areas of the food service sector where there are opportunities but where they have been less well known e.g. gastro pubs. We have done this through strategic PR liaison with key journalists with great success.

Results

Rosa Gibson – Purchasing Director of Salvo1968 said this:

“Thank you for all your help over the last 6 months. It’s been a great                                                 help.”

The email marketing campaigns we have run for Salvo had average open rates of  33% in comparison to the industry average of 21.5%, with click through rates double to triple industry average too.

Facebook likes increased by 150% and post reach increased several hundred percent. Likes, engagement and shares have also increased as time went on.

If you like how we roll Get in touch!