How this marketer is building Bowens’ digital future
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When Chrystal Dias joined Bowens, a 128-year-old family-owned building supplies company, as a digital marketing specialist, she joined an organization with no e-commerce presence and a digital marketing team of just three. rice field.
Two years later, Dias has been promoted to the role of Digital Marketing Manager, team number 13, and e-commerce is now Bowens’ one largest store. This is an incredible transition, facilitated by the vision of Andy Bowen, Chief Investment Officer and Director of Bowen, and made possible through the hard work of Dias and her team.
“When I joined, I was building, so there was minimal marketing presence and no digital,” Dias says. CMOs.
For Diaz, since joining, she has used a variety of digital channels to increase awareness of her business, brands, stores and e-commerce sites, updated to provide a seamless service to trade professionals. Bringing traditionally offline customer segments to the online landscape requires significant investment in digital channels for acquisition, with Google Shopping and Meta performing top.
“52% of sessions on our website are the result of paid activity, which is amazing, so we know we need to keep the paid channel,” says Dias. “But especially in Google Shopping and Meta, we always focus on return on ad spend. [ROAS] At least 5. We have always maintained it. This is really reassuring. ”
For Dias, achieving this consistent result is the result of constantly tuning the channel to provide the best performance.
Credit: Crystal Dias “I look at the performance numbers every morning to see if one channel is performing better,” she says. In this way, we have optimized our return on ad spend and maintained its growth. ”
While some marketers report difficulty in getting audiences on social, the bigger challenge lies in targeting, Diaz said. “People are out there,” she says. “The more niches we get with our targeting, the better we can capture the right customers.”
Dias’ team also constantly tests different targeting pools to ensure they fully reach potential customers.
“There is a very small bucket of mass targeting to really understand the outliers that are very important and you don’t want to miss,” she says. “We are primarily her B2B business, but B2C has its aspects too, and it’s important not to ignore them.”
Over the past 12 months, Bowens has expanded his strategy by creating Spotify audio clips and launching a channel on YouTube.
“YouTube has been very successful,” says Dias. “We have launched a new TVC focused on helping Australians build better, with a focus on young builders on the ground. are supporting.”
According to Diaz, these new channels offer Bowens an opportunity to capitalize on humor within the business.
“We’ve been a very sophisticated and conservative brand for quite some time, but that’s definitely changing,” she says.
Importantly for Dias and her team, their work has begun to be recognized externally. Bowens won Integrated Brand Campaign of the Year at her REA Group customer award, AREAs.
“To humbly accept an award against companies like Jeep and ANZ with huge marketing budgets and larger market teams was a really special moment for me and the team earlier this year,” says Diaz.
The company is also on the Australian Financial Review’s Fast 100 list, as well as Inside Retails 2022 Retailer Awards.
“Right now, the sentiment for the brand is running really fast. Things like awards and other metrics confirm that we’re on the right track and that we’re doing some great things as a business. It’s something,” says Diaz.
Resolution for 2023
As for 2023, Bowens plans to expand its channel strategy. Dias wants to test Netflix’s advertising service once inventory is available.
The company also launched a loyalty program, Bowens Benefits. Unlike its competitors, this program is primarily based on discounts rather than points. But as the program’s focus shifts from acquisitions to engagements, Diaz said Bowens is negotiating with other brands to offer more value.
“What we are currently doing is working with analysts to understand who is over-indexing which categories on our website and what they are interested in. to do,” says Dias. “We see that sports is a very big category. What can we do in that area?”
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