“I find it fun now I understand it!” says Anouska Tarrant, who in her mid 40s has learnt and embraced digital marketing to help the family business get off to a blazing start.
Aberystwyth-based Penrhiw Pottery, which makes tableware including teapots, cups, fruit bowls, and jugs, launched in May 2018 after the family relocated from Jersey. And with a combination of successful shows, contacts made, galleries and shops being supplied with work, and lessons booked, Anouska and her partner Dave are thriving.
“The advice has played a crucial role in our growth”
“It was very challenging at the outset,” admits Anouska, who, as well as looking after the marketing, mixes glazes from raw materials and uses those to glaze the products produced by Dave.
“We were trying to build brand awareness and a strong reputation in a new area using digital marketing, as well as fulfil orders. On top of that we have two boys, one 13 years old and one 19 months! It was very overwhelming.”
The turning point for Anouska was seeing an advert for a Superfast Business Wales workshop.
She added: “The offer of free support for us as a start-up was amazing. It was a real eye-opener and all the advice has proved invaluable and played a crucial role in our growth. Superfast Business Wales removed the barriers to digital.
“I received technical knowledge I didn’t have before”
“We implemented everything we could. As a result, we increased visitors to our website and received block bookings and product orders. I’m also spending less time on social media but achieving more results.
“Paul, our business advisor, has become a life-coach. He encouraged me to focus. He said that it’s best to make one or two things great than have lots of thing just ‘ok’. He was absolutely right.
“I received technical knowledge I didn’t have before. Historically, I dismissed Facebook advertising. Now it’s a vital part of my marketing mix. Superfast Business Wales not only showed me how to run targeted campaigns to keep costs down, but demystified it and made it make sense. I spent just £25 on advertising and 20 people attended our first open day, with another 40 registering their interest.
“Our success has been down to understanding digital marketing”
“I ran two adverts and one performed better than the other. I’m learning which adverts work best for our growing audience and now feel more confident to run adverts for our next event to maximise interest. This just shows how far I have come digitally!
“I have used all the knowledge I learned from Superfast Business Wales to promote every show, event, and launch new work, and we feel that a lot of our success has been down to understanding digital marketing, which enables us to engage with our audience quickly, efficiently, and effectively.”
With the new chapter for the family well underway, Anouska is excited about the future and is planning to increase her digital marketing in 2019.
“Next on my list is Instagram and email marketing,” she said. “Thanks to Superfast Business Wales I know that there are differences between Instagram and Facebook, and the content I publish will reflect that. Also, they advised us to capture email addresses from customers, which will help increase repeat orders through email campaigns.
“Our aim is to win some hotel and restaurant chains across Europe and to invest in a larger kiln. We have ambitious plans for the next 10 years, which includes developing the land to offer accommodation as part of residential pottery workshops.”