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Business Booming for Australian Retail Client

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Books and Gifts Direct is Australia’s largest direct seller of books and gifts. They sell products from lunchrooms and reception desks in more than 25,000 workplaces around Australia, and now also sell online. P4 Group was engaged as an extension of the Books & Gifts Direct team, managing all online and offline marketing activities.

In 2019, it was identified that there was a need for a new way to recruit franchisees who deliver the company’s products and interact with businesses who have display boxes. Previously, traditional advertising, such as radio and letterbox flyers, were used to recruit franchisees. This method was expensive and did not often result in a positive Return on Investment. P4 Group suggested developing a digital strategy to improve results and reduce costs.

The recruitment strategy focused on Facebook and Instagram advertising, Google AdWords and YouTube advertising. Since implementing the social media side of the strategy at the start of the year and other methods more recently, the advertising has reached over 500,000 people, resulting in more than 180 enquiries and four new franchisees join Books & Gifts Direct, costing less than $100 per enquiry.

Outside of recruitment, digital has also helped Books & Gifts Direct increase their social presence and improve product sales through key promotions, the most recent being the May Madness Sale. This sale was promoted mostly online through social media (paid and organic), EDMs and the website homepage.

One week of social media advertising resulted in 400 new Facebook page likes and 2,000 post engagements, reaching almost 19,000 people. When it came down to revenue, this year’s promotion saw 11% more revenue than the New Year Sale and 10% more revenue than last year’s May Madness.


Want to boost your digital marketing or explore ways to promote your business? Contact Sarah Broad or Lauren Ludik on 07 3854 1544 or submit an enquiry form now.