In a recent episode of Grow with Evergreen, we had the pleasure of speaking with Ashley, the founder of Aura Surfaces, a new business specialising in high-end surface coverings.
Launched in February 2024, Aura Surfaces has quickly gained traction, reaching an impressive £40,000 monthly turnover within just a few months. Ashley’s goal is to hit £6-700,000 in the first year and surpass the million-pound mark in the second year.
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Key takeaways:
- Target Market: Aura Surfaces caters to high-end homeowners, architects, home builders, and the hospitality industry. Ashley emphasises the importance of creating luxurious spaces in restaurants, spas, and hotels.
- Current Marketing Efforts: The business is currently using Pinterest and Instagram organically, with plans to expand their marketing strategies.
- Local Focus: Ashley aims to establish Aura Surfaces as the go-to destination for luxury surface coverings within a 15-20 mile radius of their showroom in Wivelsfield Green.
Marketing strategies for growth:
- Google ads: Implementing targeted Google Ad campaigns within specific radiuses (5, 10, 20, and 30 miles) to capture local customers actively searching for surface coverings.
- Retargeting: Utilising social media platforms like Instagram and Pinterest for retargeting to keep the brand top-of-mind during the long consideration phase (which can last up to 2-3 years for some customers).
- Email marketing: Developing comprehensive email sequences to nurture leads and maintain relationships with potential customers over extended periods.
- Content creation: Producing educational and aspirational video content for social media and the website to showcase products and build trust with the audience.
- Physical mail: Continuing to use personalized direct mail campaigns with QR codes linking to video invitations for B2B clients.
- In-house marketing team: Leveraging the expertise of an in-house marketing team to create authentic, industry-specific content and maintain agility in marketing efforts.
Future plans:
Ashley shared his vision of expanding Aura Surfaces to include a collection of high-end boutique studios situated around the country. To achieve this goal, the focus will be on proving the business model and reaching £1-2 million in revenue from the first location before expanding.
Key advice:
- Develop a clear strategy with specific goals and timelines.
- Focus on creating valuable, educational content that showcases industry expertise.
- Implement a multi-channel approach combining paid advertising, organic social media, email marketing, and traditional methods like direct mail.
- Consider outsourcing specialised tasks like Google Ads management while keeping content creation and strategy in-house.
- Use retargeting to stay top-of-mind during the long consideration phase typical in this industry.
By implementing these strategies and focusing on building relationships with potential customers over time, Aura Surfaces is well-positioned to achieve its ambitious growth goals and establish itself as a leader in the high-end surface coverings market.
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