The Challenge
Pure Heaven body range of products was successfully launched 6 years ago as an alternative to harsh personal care products laden with chemicals and preservatives.
Set against a picturesque lavender farm just two and a half hours from Brisbane, Stanthorpe couple Justin and Maria Heaven launched Pure Heaven using only cold processes to ensure vitamins and enzymes remain active and beneficial to the body. The range now offers a suite of soft and beautifully scented products for men, women, baby and the family pet.
While renowned for their unique product range, the Heavens’ relied mainly on tourism and local custom to support their business. Keen to explore opportunities to expand their business through distribution channels, the Heavens’ approached national marketing firm Marketing Angels for assistance.
The Process
The Marketing Angels team researched the climate and reviewed distribution channels, eager to take advantage of consumers’ increasing focus on natural care products.
The Marketing Angels team developed a marketing plan that included a number of recommendations:
- Strengthening the Pure Heaven brand and unifying each category of the product range, to increase the salience of the brand through distribution channels
- Creation of a mail-order and promotional form that was mailed to the Pure Heaven marketing database
- Enhanced Pure Heaven‘s internet presence through the development of a sophisticated website with on-line shopping capabilities
- Expansion of Pure Heaven‘s reach with the use of search engine marketing strategies
- A complete review of distribution channels including chemists, pharmacies and department stores, and
- Assistance with the preparation of a submission for government funding towards business expansion costs.
The Result
The results of the Marketing Angels’ campaign have already impacted Pure Heaven’s business activity.
The simple but effective mail-order form was the first strategy implemented. Customers relished the opportunity to purchase the product range with new found ease, resulting in a 10% increase in orders within just 2 weeks.
Pure Heavens‘ e-commerce strategy will propel the business to new heights.
Pure Heavens‘ website with its online shopping capbilites will revolutionise the business and generate many more sales through CRM and search engine marketing.
As part of the marketing campaign, Marketing Angels assisted with a submission for government funding that resulted in a grant worth 50% of Pure Heaven’s total marketing costs.
This case study highlights the successful expansion of a Stanthorpe family’s personal care business through the implementation of innovative marketing strategies developed on a modest budget.
