Foto Marlin
The Challenge:
Foto Marlin, a respected name in the photography industry, sought to redefine itself in an ever-evolving market and position itself as a trailblazer in photography retail. Tasked with celebrating its rich history while embracing innovation, Emma led the charge to push creative boundaries and captivate audiences. With a vision to expand internationally into Germany, France and Italy the challenge extended beyond growing market share; it aimed to craft an enduring narrative that resonates with consumers in a crowded landscape. Amidst evolving consumer preferences and heightened competition, the goal was clear: to ensure Foto Marlin not only stays relevant but thrives in its commitment to making photography accessible to all. Emma’s remit encompassed not only engaging new customers but also retaining the loyalty of existing ones, making them integral elements of the brand’s continued success.
The Strategy:
In response to the dynamic retail landscape, Emma devised a comprehensive strategy to redefine Foto Marlin’s marketing approach and position the brand as a photography retail pioneer. Recognising the imperative for innovation, the initial steps involved a meticulous rebrand and the launch of a new Shopify ecommerce website, seamlessly transitioning from Shopware. This digital hub became pivotal for enhanced user experience, scalability, and flexibility crucial for sustained business growth.
Simultaneously, Emma focused on bolstering Foto Marlin’s online visibility through a revamped SEO strategy, optimising website content, refining on-page SEO elements, and cultivating high-quality backlinks. An optimised PPC strategy emerged as a linchpin, maximising targeted traffic, conversions, and achieving an impressive ROI. The heart of the strategy extended beyond digital realms, encompassing the assembly of a dedicated team responsible for delivering all marketing requirements. This collaborative approach ensured seamless execution and comprehensive coverage across all facets of the marketing strategy.
The strategy further embraced a redefined social media approach across four channels – Instagram, Facebook, TikTok, and Pinterest. Engaging and shareable content, influencer collaborations, and user-generated content campaigns were implemented to increase social media engagement and follower growth. Emma strategically converted social traffic into valuable newsletter subscribers, utilising personalised email campaigns, automations, and exclusive promotions for deeper connections and retention.
Strategic partnerships with industry giants such as Canon and Sony, coupled with the relaunch of photography expeditions under the Explore by Foto Marlin brand, added an immersive touch to the strategy. These initiatives collectively contributed to significant revenue growth and established Foto Marlin as a leader in the photography retail landscape.
The Results:
Successfully launched new Shopify ecommerce website
Formed partnerships with leading suppliers, including Canon and Sony
Achieved significant growth by 26% in email sign-ups and integrated email marketing
Increased revenue from Google Ads at an impressive ROI of 16x
Launched Explore by Foto Marlin, a revamped photography expeditions program
Record high increase in average order value from Google Ads
Project Testimonial
“Emma’s impact on Foto Marlin has been nothing short of remarkable. Under her guidance, we undertook a holistic transformation to modernise and humanise our brand, setting a new standard in the traditionally outdated photography industry in Switzerland. Through Emma’s team of experts, the launch of our new ecommerce site, coupled with an enriched brand experience, has positioned us as innovators in the field. Furthermore, the implementation of a new PPC strategy and SEO optimisations has positively impacted conversion rates, online sales, and overall visibility. Emma’s hands-on approach, creativity, and strategic prowess have been instrumental in achieving and surpassing our marketing goals.”
Bianca Schnitzler
Brand Director, Foto Marlin