Gabriel Ash

The background

Gabriel Ash design and build luxurious high-end timber greenhouses. These quality garden structures demonstrate an unwavering commitment to quality, innovation, and fine craftsmanship. Each creation features a stunning design coupled with impeccable manufacturing practices, positioning these greenhouses as truly unique and peerless within the market.

Given the company's business model, which involves selling their premium creations 'off-the-page' or via online platforms without a traditional retail presence, it becomes essential that their marketing material effectively communicates the distinctive calibre of their products and reflect its premium status.

Our services

How we helped

Graphic design
Digital marketing
Social media advertising
Press advertising

The challenge

For many prospective customers, their initial interaction with a brand occurs either within physical media - such as magazines or newspapers – or through digital touchpoints like social media. Therefore, the aesthetics, style, and communication of an advertisement or post must not only attract attention, but also provide a holistic and authentic brand perception to engage with the target audience.

The goal extends beyond simply catching the eye – it's about capturing the audience's interest to such an extent that they feel encouraged to click for more details, or to reach out for further information – creating a lead for the Sales team to follow up.

The solution

Most of the newspaper advertising appears in the weekend supplements of the quality daily press, either ‘Home Interest’ or ‘Gardening’ sections. Being in the newspapers does give you a relatively broad brush stroke of readers, but knowing they are looking at the home sections means the ads are as targeted as possible, especially the gardening sections.

Rather than being full page, the newspaper insertions tend to be more unusual shapes, which in some ways allows you to be more creative. And as a shared page it is always important for the ad to stand out amongst the other copy on the page. Social media also only allows a certain size or amount of images and copy to be used meaning that we have to be resourceful.

The ads and posts tend to be offer-led, as newspapers are a short-term media and each edition is around for only a couple of days the offer shown can be very specific in their timing. With the digital social media posts we can turn them on or off, or update and amend in real time to benefit the campaign.

The look of all the creative is always very similar, using house fonts and specific colours to make them recognisable as Gabriel Ash ads, irrespective of the publication or media type.

The results

Potential customers are encouraged to request a brochure or look to the website to obtain more information, and from this initial contact a dialogue is started which will hopefully lead to a sale. And to encourage this conversation to start a time limited offer is highlighted in the ad or post, often as a headline, with a prominent telephone call to action.

Our hard work on social media marketing – a three-month lead generation campaign across Facebook and Instagram – generated impressive figures for Gabriel Ash. It achieved hundreds of likes and accrued dozens of comments. Over the three months the campaign had an impressive result with over 110 leads and more than 550 unique ad clicks.