Laura Cunniffe

Virtually all food & drink businesses don't send enough emails. You're guilty of this right? This leads to two guaranteed outcomes, 1️⃣ you are missing out on sales 2️⃣ you're slowing down the time it takes for people to understand more about your business and products What's stopping you? Usually, it’s one of two things: 1️⃣ Design pressure – You feel everything needs to be perfectly polished. 2️⃣ Time constraints – You keep putting it off, often because you're spending too much time sat pondering why sales aren’t higher. 💡 Here’s how to fix it: 1️⃣ Forget perfect design. Focus on the basics: - A clear headline (e.g. 30% off for BFCM). - A relevant image to grab attention. - Simple copy - clear, direct, and to the point (don't worry about being a 'good' writer or being funny... if struggling, just stick to writing a simple explainer) [image below is an example of focussing on the basics] 2️⃣ Set up automated email flows. - Flows work 24/7 to engage customers, often when they’re most ready to buy. - They’re the secret to growing sales without having to manually create campaigns every week. -- Sending manual campaign emails is something that regularly slips (I'm totally guilty of this for Bloody Bens - my Bloody Mary drinks biz) --- Automated flows are the remedy. This approach helped me: ▶ Grow one brand where email drove 50% of total sales. ▶ Take another from 8% to 27%. ▶ Boost another to 30%. -- that's a lot of otherwise missed revenue and customers, who would have lapsed, won back. ▶ and, if you're wondering, for Bloody Bens right now, email represents 37% of sales. --- 👋 I’m Ben, founder of On A Plate Growth Agency. I help food & drink brands grow DTC sales through effective email strategies, from start-ups to those doing £50k a month on Shopify. 💡 Want to learn more? 1️⃣ Join my free online workshop on 28th Nov, 11am-12pm (only 5 spots available). 2️⃣ Book a free 1-2-1 email optimisation session (worth £400) - offer ends Jan. ▶ DM or email [email protected] to grab a spot or book a session.

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Waitrose recently dropped a video featuring S Club 7, a big-budget production that probably looked great on paper, but missed the mark on TikTok.  Why? It felt like a TV ad in disguise... Let's be honest, TikTok isn't TV - It's all about super quick, super fun, short-form videos.  So, long, high-production videos turn users off before the video even starts.  In comparison to Waitrose's other recent TikTok, it hit over 11.6K likes all because it was more authentic, real, and perfectly tailored for TikTok.  Brands must embrace TikTok for what it is.  Even if you’re creating an ad, it has to look and feel like a TikTok.  The difference in engagement between these two videos shows why brands need to fully commit to native TikTok creative if they want real results. Credit to Oli Hills for the post inspiration!

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I've worked on 60 Black Friday campaigns (yes, sixty 😳). Here’s a FREE cheat sheet that’s helped brands: 1. Maximise sales in Q4 2. Navigate sky-high CPMs 3. Squeeze every bit of value out of their ad spend Inside, you’ll get: ✅ Mobile optimisation tricks ✅ CRO hacks that actually work ✅ Proven techniques to boost conversions ✅ Real-world strategies for surviving the Black Friday chaos ✅ Urgency tactics that drive clicks (without annoying customers). Plus: 💫 Bonus tips on holiday ad creative 💫 Insights on what NOT to do this season 💫 A checklist for last-minute Black Friday prep Want to see it? Just: 1️⃣ Follow Jalpesh Patel on LinkedIn 2️⃣ Comment ‘BF GUIDE’ And I’ll zap you over the link! Let’s make this your best Black Friday yet. 🚀✨

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🎁🎉 Q4 Ecommerce Growth 🎉🎁 We are already ranking position 2 for a transactional 201K peak trading UK search volume term for a gifting brand we started working with 90 days ago. Beating high authority retail giants Marks and Spencer and Fortnum & Mason. **This is not the first time we have done this postion 1 for this term is a brand we worked with two years ago.** Before working with us, the company an established e-commerce gifting brand had been working with an SEO for the past 2 years and was not getting much movement - for this term back in June the brand was Page 2, and July growth into 9 during the first month of engagement and now we are position 2. NB: As you will see from the image accompanying the post we have moved from 43-13 and 13-6 for two terms with a current volume of 50K per month (outside peak). Massive gains are being made. This growth in such a short time frame is a testament to the head of ecommerce putting faith in us, with a small internal resource massive shift from the POLARIS | SEO & Content Agency team to work on not just optimisation, content creation, new wireframes and addressing legacy technical issues holding the site back. We are bold, and we do sometimes suggest hard-to-swallow changes - but everything is data-backed (or based on years of e-commerce experience) we back ourselves, put the hard yards in and this is why we get these results so quickly. SEO campaigns are underpinned by passion, proactivity and clear strategic direction working on impactful areas to maximise exposure. This is how we get these results, time and time again. Big thanks to Sam Marlow working dilligently to deliver the campaign strategy with the client to get this traction. Safe to say, we have only scratched the surface, the peak index can be volatile and fluxes daily. We have briefed the team with a whole new Q4 strategy still to deploy to ensure we "stay sticky" during this peak for these queries - plus move further on a 300K term we are currently position 4. Data reference: SE Ranking - 2024 compare by dates 09 July - 07 October

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For some brands, the idea of baring all on social is enough to make them run a mile. 🏃 But SURREAL and KFC UK & Ireland prove that audiences being able to see right through your brand is no bad thing.🪞 Hot off the press, our midweight creator Georgia Hill covers why it's better to be transparent than authentic in her latest piece for MediaCat, plus her three key pointers for transforming your approach to transparency on social. 👉 Read now: https://lnkd.in/g6WFna3J

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I love it when brands do sexy PPC. Great example here of using: 1️⃣ Audience data 2️⃣ Location data 3️⃣ Copywriting skills To make their ad relevant and effective. Reminding me (a customer) that I don’t need to use Splitwise Inc. when I have Monzo Bank! The use of site links, that are relevant and enticing is a fantastic touch. Great example of how even a fairly dry subject, can be a chance to upsell your customer. The only way to stand out on the SERP is an effective ad - don’t forget that!

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🤐 🍫 When silence speaks louder: the campaign that made us pause Marketing isn’t always just about selling – sometimes, it’s about using your platform to make a difference. Cadbury’s Donate Your Words campaign did exactly that, by taking an unexpected approach: they removed all the words from their iconic Dairy Milk packaging. The reason? To highlight a serious issue: over 1.4 million older people in the UK experience chronic loneliness, going days or even weeks without meaningful conversation. This campaign didn’t just stop at silent packaging. Cadbury shared moving stories of elderly individuals inviting us to “Ask Me Anything,” reminding us of the powerful impact of human connection. This raises a critical question for businesses today: do brands have a responsibility to address social issues? When companies step up and align their platforms with purpose, the ripple effect can be profound – for both their reputation and the causes they support. Should more brands take a stand on societal challenges like loneliness? Does it change the way you see them or influence your decisions as a consumer? #MarketingWithPurpose #DonateYourWords #Cadbury #AgeUK #SocialImpact #CorporateResponsibility #AlphaMarketingInsights

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Exciting news! 🎉 Underground Ecom will be speaking at Nosto's Connect Day LDN event on July 3rd. 🗓️ Our Head of Client Success & Partnerships, Glenn Cookson, will be taking the stage at Nosto's Connect Day LDN event, alongside a powerhouse lineup of industry leaders. This intensive half-day session will cover the latest strategies for optimizing the entire customer journey. You'll walk away with practical insights on: ⤷ Prepping for peak season ⤷ Dominating customer segmentation ⤷ Driving unstoppable repeat business We're ready to reveal our proven retention marketing tactics that have fueled over 9-figures in annual revenue for top DTC brands. If you're serious about growth, this event is non-negotiable. Supercharge your day with breakfast, absorb industry-dominating content, and establish connections with the sharpest minds in ecommerce. Secure your spot now: https://lnkd.in/eypD4WVK Get ready to level up.

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🌟 Inviting you to our YouTube channel where we talk about Growing your Amazon brand.📈 We share real data samples from our successful clients and provide actionable insights to take your business to the next level. 📈 You'll See: Real-World Data: See actual case studies and data from our clients, showcasing strategies that work. Growth Strategies: Learn proven techniques to scale your brand and increase sales. Amazon Updates: Stay informed about the latest Amazon updates, tools, and features. Profitability Tips: Discover how to maximize your profits with effective cost management and pricing strategies. We believe in providing clear, data-driven insights to help you make informed decisions. Whether you're a seasoned seller or just starting out, our videos are packed with useful information suitable for your business needs. 👉 Subscribe Here: https://lnkd.in/enJVwEjJ Follow Us: LinkedIn: Orange Rocket - Amazon Growth Specialists Website: https://lnkd.in/eCvM85wp Facebook: Orange Rocket

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Wow! What a brilliant April so far for Apex Digital 🎉   Lots going on, and lots completing this week, so I think I've earned my morning coffee!   ▶ Coded a dataLayer schema for a growing e-commerce client on BigCommerce. The previous setup was inadequate leading to incorrect measurement. I fixed this with true ecommerce funnel measurement, Google Consent Mode, enhanced conversions, dashboards and cookie consent frameworks. ▶ Another BigCommerce implementation underway, defining dataLayers and tagging to ensure continuity of measurement during a new website launch. ▶ Produced an attribution report stitching together first party identifiers (user_id), CRM & GA4 data in Google BigQuery to provide true first touch acquisition sources for converted users for a property client. ▶ Data analytics project for a very interesting report around recruitment in tech (this one was very interesting to work on, and a little bit different). ▶ Full analytics setup of an online pharmacy website, with optimised Consent mode & cookie compliance framework. ▶ Setup full ecommerce funnel tracking for two clients (a distillery and a brewery), one on WordPress & WooCommerce and one on Shopify. Again, with the usual cookie compliance, consent mode & enhanced conversions. ▶ Preparations for a few new pitches, including a Server-Side tracking project, more ecommerce implementations & analytics audits. ▶ Became a Cookiebot Web CMP by Usercentrics premium implementation partner 🍪 ▶ Finalised a VERY exciting new retainer with a growing agency client - more on this in another post next week! ▶ I've also become a member of The Growth Community, a fantastic business networking group in Yorks & Lincs - would recommend them to any new business starting up. Get in touch with me if your business would like to explore any of these services, the link is in my bio 📈 I help Marketers looking to move the performance needle, business owners looking to grow their presence online & anyone who needs assistance with any data related issues. 📊

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Running Ads on a tight budget? 💸 You don’t need a massive spend to see great results - just a smart strategy! 🎯 Focus on targeting the right audience, optimising your Ad copy, and testing variations to find what works best. Efficiency is everything when making every pound count. Ready to take your Ads to the next level? Get in touch! #ScribeSolutions #socialmediagrowth #socialmediatips #digitalmarketingtips #socialmediastrategy #DigitalMarketing #digitalmarketingexpert #adcampaign #marketingstrategy #digitalmarketingstrategy

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We are highly driven House of Performance (hop) (as you hopefully know...) as Kat Sale mentioned we have luckily been on a bit of a winning spree recently. However, even though, we are rammed, I am still SO SO SO keen to win more ecommerce clients. We are smashing lead generation (in all verticals) but I want our team to have broad experiences and to work with different data sets. It feels like a challenge/vicious circle. No one "big" will sign you without a vast array of other brands that are already in that sector (1/2/3 ecom doesn't seem enough). Any advice how to get in front of more ecommerce brands / any ecommerce leaders that want to work with a truly amazing* agency? We have worked with Tesco, Estee Lauder, Ted Baker, Office Shoes, Toys R Us, Marks & Spencer etc etc etc in past lives, so we do know what we are doing 😋 (PS. I am one minute away from creating "I want a brand in ecom" to the theme of "I want a man in finance"....) *I may be bias. #ppc #paidsocial #performance

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Our agency will produce 5k+ UGC ads over Q4 Here's the Internal UGC Creator brief we'll use for every ad: Briefing creators used to be a huge headache for us: → Countless hours spent on back and forth messages → Content coming back low quality → Lots of reshoots with many shots being missed However, earlier this year we completely redesigned our brief template to solve all of the above problems, which changed the game for how many UGC ads we can produce each month. And today I'm giving away our internal UGC brief template for 100% free. It has everything: ✅ Brief overview ✅ Brief guidelines ✅ Step-by-step shot descriptions ✅ Filming checklist for creators ✅ Reshoot instructions (if necessary) ✅ All shot types explained ✅ All audio types explained ✅ Section explaining how we make ad variations ✅ And a lot more ... If you want access, all you need to do is: 1. Connect with me Ciaran Finn 2. Like this post and comment ‘UGC' below And I’ll send the UGC brief template straight over. — Feel free to repost if you find it valuable to help someone in your network with their Facebook ads ♻️

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Everyone is talking about Alex Cooper unveiling her new hydration drink Unwell Hydration. But one critical piece of information on this launch seems to be left out of the discussion… She’s doing it with Nestlé I’ve said this many times before and I’ll say it many times more - creators are either going to be brands most valuable partners or biggest competitors in the years to come. Nestle is very smart for getting one of the biggest on their sides now before she ended up releasing this product on her own. If I’m a CMO one of my top priorities for 2025 is figuring out what my company needs to do to be able to launch creator collab products. #influencermarketing #socialmedia #creatoreconomy

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Pret's subscription model wasn't about loyalty, it was about customer acquisition 🫴 I keep seeing Pret's £30 a month subscription referred to as a loyalty scheme; including in their own financial reports. Now, with their latest move to change it up there's a sense that this was a failed loyalty scheme. But if I flip it on its head, I see it as one giant sampling campaign, partly invested in by the UK population! If you want to get people to pay money for something that they're not quite sure on the quality, value, taste, then one of the ways to get it into their hands is to offer it to them for free or at a low price. And if you want them to continue enjoying your product regularly, you can aim to create a habit around your product. You could do this by giving away lots of your product around the same time every day to embed this ritual into your customers' lives. Brands are leaky buckets, and following the pandemic Pret had a mostly empty bucket! To grow, brands need to aim for light buyers, and continuously bring more people in to your brand than your competitors. I see Pret as looking to get a competitive advantage over other coffee shops by getting competitors' customers to make the switch to Pret, thus stealing market share. When they make the switch to their cheaper subscription but with less 'payback', I imagine there's an assumption that all these 'loyal' customers are so invested in Pret that they'll continue to visit and buy. Yet coffee is a commodity. People will generally go to the coffee shop closest to them in their moment of need! Unless Pret has coffee filled with magic, there's very little reason to choose one coffee chain over another. But, I'm optimistic. I imagine Pret will keep plenty of customers, many of whom were not Pret customers before, because of a successful initiative in driving trial. And if I'd like one thing to come out of this, I'd love to see the next financial report refer to this subscription as a customer acquisition strategy, not a loyalty one 😉

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Sound familiar? We’ve all been there! 👀 At Organic | Certified B Corp UK we’re actively challenging this mindset to help us scale efficiently, deliver a consistently great service and improve quality. To facilitate this shift, we’re rolling out Standardised Operating Procedures (SOPs) - essentially clear, step-by-step guides for our most frequently repeated processes or tasks. If you’re a manager who can be guilty of this mindset, challenge yourself to put aside time to document or screen record a process you haven’t yet explained to your team. Trust me, your future self (and your team) will thank you! #sops #processimprovement

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If you missed the memo that Black Friday planning should kick off in July, check out my tips for getting your PPC strategy ready for one of the biggest days of the year. Only 7 days to go but there's still time to get your Google and Bing accounts in the best possible position😊 Circus PPC Agency's Black Friday Blueprint can also be downloaded here: https://lnkd.in/dPpdh_nZ #BlackFriday #PPC

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We went along last week for The Marketing Society Scotland's Digital Day 2024 and came back with a few top insights on the latest strategies from brands who are reimagining the future of marketing. Ready to see how they're pushing the boundaries? Check out the blog - https://lnkd.in/d4xjXeGp #DigitalDay #MarketingSociety #MarketingInsights #MadeBrave

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