The Urban Botanist
The Business Growth Hub has helped Cheadle-based business The Urban Botanist to flourish, after helping to create a whole new digital presence for company.
The family-owned business sells terrariums, glass containers in which plants are arranged with gravel and stone to create unique ‘indoor gardens’. Fashionable in the 1970s, they have recently made a come-back, but to take advantage of their growing popularity, business owner Lucy Serafi knew she needed to develop a much stronger digital strategy.
“The feedback we’ve had from the public and from businesses has been incredible,” says Lucy. “Our products are such an unusual take on the traditional house plant that they’ve really captured the imagination.
“But we knew we were missing out on sales simply because we weren’t using things like Twitter and Facebook to find new customers.”
A chance meeting with the Hub’s head of digital, Lee Frater, at a Prolific North event, started the ball rolling. Lucy then attended a social media master class and began work on a comprehensive digital marketing campaign with Hub advisor Chris Murphy, which consisted of social media and Google Pay Per Click Advertising delivery.
As Chris explains: “Urban Botanist has a wide selection of innovative and striking products but were looking to reach more people online so they could to sell to a wider audience.”
Since the campaign started, online sales and traffic to the new website are up by more than 50%, while the company’s Twitter Ads campaign went into the top 30% UK performers, resulting in a discounted advertising cost to the business.
“The Hub has helped us to deliver an effective and progressive digital campaign,” continues Lucy. “But what’s been really great is that the support and training is ongoing. That means we can keep updating what we do and ensure that we’re maintaining a more measured and strategic approach to our digital marketing, rather than launching something but then not being able to manage and develop it effectively.”
As well as selling on-line, the business supplies leading retailers such as John Lewis, and has also been featured on ITV’s This Morning, and took part in last year’s Royal Chelsea Flower Show.
Such is the potential for the business that the Hub has also put Lucy in touch with the Northwest Business Angels and the chance to explore new investment possibilities in the future.