An Integrated Approach to Marketing in Petone

Background

Colourlock Leathercare are a local business that started in a garage in Lower Hutt over thirty years ago and now operate from premises in Petone.

Colourlock develop, manufacture and sell products for the care and repair of leather products from handbags and clothing through to furniture and car interiors.

From one leather conditioner product when they started, they now sell a full range of products for the cleaning, protection, conditioning and repair of leather goods, and sell their products to customers and professionals alike, around New Zealand and internationally.

As their business grew, it became increasingly important that their marketing systems worked effectively together to support continued growth.

The Challenge

Colourlock had an established business and a strong product range, but their marketing systems were not working together as effectively as they could.

Their Google Ads, website, and supporting systems all played important roles in generating sales, and it was important that each element was properly configured and working together to support business performance.

What We Did

We worked closely with Colourlock to strengthen and integrate their marketing systems.

This included:

• Assessing and improving their Google Ads setup and performance

• Setting up Search Console and improving website tracking

• Rebuilding their ecommerce website on Shopify

• Improving website structure, SEO, and integration with Google systems

• Streamlining shipping and freight integrations

• Supporting their ongoing marketing and reporting

Marketing Services Provided

Colourlock approached us to get some help with their Google Ads, which had previously been managed by an agency in Auckland. As is often the case with marketing though, it’s unhelpful to look at one element in isolation, especially when that one element relies on a number of other to work well.

From initially helping them with their Google Ads and the systems around it, we went on to build them a new Ecommerce website on Shopify and streamline some of their business systems that integrate with their website.

We worked with Colourlock to improve the performance and integration of their marketing, ensuring each element supported their overall business objectives.

1. Initial Assessment and Recommendations

Google Ads

After getting access to their Ads account we carried out an assessment of Ads setup and performance.

Google Analytics

Part of the assessment was looking at historical Analytics data, and checking website traffic volume trends and performance from organic and paid sources.

Search Console

Checking to see if Search Console was connected to the Colourlock website to track organic search traffic and keywords. This is essential data to have if you are trying to improve the performance of a website.

Recommendations

Based on our assessments we made a number of recommendations to improve website and Google Ads performance, with a particular focus on Ads ROI and getting their Ads in front of good quality leads for potential customers.

2. Ongoing Marketing Assistance

Based on our initial assessments and recommendations, Colourlock agreed to give us an ongoing contract that included:

• Setting up Search Console

• Optimising and managing Google Ads

• Regularly reporting on Website and Ads performance

3. One-Off Support

New Website Build

We rebuilt their website on Shopify using a modern theme, optimised site structure, content and images for SEO, integrated the site with the Google Suite, including Analytics, Search Console and Merchant Centre, and simplified shipping calculations and charges.

Handling Rural Shipping

Out of the box Shopify can’t handle New Zealand rural shipping addresses and the extra charges for them. There are a number of workarounds to this issue that involve either being on higher Shopify payment plans, or using a plugin. We presented some options to Colourlock, and then implemented the solution that made the best financial sense for them.

Changing Freight Company

To streamline their shipping process, and get the best rates on freight, we suggested that Colourlock should look at GoSweetSpot as a provider. They agreed to switch, and we added the integration app to their Shopify website.

Google My Business Account

We created and populated a Google My Business Account for Colourlock to get their information on Google Maps, and to give an easy way for customers to leave reviews, including having a QR code that takes customers directly to their review page.

The Result

This work provided Colourlock with a stronger and more integrated marketing platform.

As a result:

• Their website became a more effective ecommerce platform

• Their Google Ads were better aligned with business goals

• Their marketing systems worked together more effectively

• They had improved visibility and stronger foundations for continued growth

Services Provided

• Google Ads management

• Ecommerce website development (Shopify)

• Search engine optimisation

• Marketing systems integration

• Ongoing marketing support

Looking for Similar Results?

If you are looking for help with marketing strategy, website development, or improving your online visibility, we can help. We work with businesses across Wellington and throughout New Zealand to strengthen their marketing and support their growth.

If you think your business needs some help with an aspect of its marketing, or, if like Colourlock Leather Care you need help getting different elements of your marketing working together better, call us for a chat, or drop in to see us at our office in Lower Hutt.