We generated £1.1 million in confirmed revenue for a bespoke playground manufacturer.

1200%

ROI on their investment with Teylu over 2-years

Client

TouchWood Play

Industry

Leisure / Tourism / Hospitality

Website

touchwoodplay.co.uk

Project Summary

TouchWood was founded in 2002 on the fundamental idea that play is essential to childhood, meaning old school outdoor imaginative play with mud pies, battles, hiding, stick bashing, pretending, listening, touching, experimenting, building, feeling and smelling. We were initially hired to assist with research into the UK and EU playground market in 2021, which blossomed into a three year project.

Results

£1.1m

Confirmed revenue from marketing funnel

£3.9m

Win rate on colds leads via digital funnel

31.8%

In proposals linked to marketing funnel

£927K

Tracked ROI on project costs of £135K

Understanding The Challenge

Our aim was supporting the creation of a three year growth plan to help the business scale from £1.5 million to £4 million turnover in three to five years, then developing a marketing strategy and implementation plan to achieve that. We knew the hardest thing would be building a reliable funnel for a business with an offering at the top end of pricing in their market, with the longest lead times as all work was totally bespoke.

Our Approach

After a six month research project we established a marketing budget based on competitors and growth targets to build national then EU awareness. We built a funnel via Meta Suite, Pinterest, Google PPC, physical event sign-ups, print and digital advertising and SEO strategies. We also built a new website, set up and developed their marketing tech stack and supported the sales team to begin tracking and optimising their sales process based on average lead costs, lead value and sales timeline.

Capabilities Deployed

PPC
SEO
Email Marketing Automation
Funnel Automation
Landing Page Design
UX Design
Website Build and Development
Call Tracking and Business Insight Analytics
Custom Reporting
PR
Media Placement
Graphic Design
Photography
Videography
Social Media
Market Research

Learnings From Project

Our biggest challenge was attribution. We could track 60% of sales via the marketing funnel, but some sales were disputed due to crossover between re-engagement strategies and a proactive sales team. This taught us the importance of establishing clear attribution models early in a project and getting buy-in from sales teams on how success will be measured.

Client Feedback

“The Teylu team have delivered a lot for us over the past few years, always working hard for us across our website, creative projects and driving leads to the sales team.”

Tim Harms

Managing Director, TouchWood Play

Teylu Insight

“Working with Tim and Joe was a pleasure. We initially helped the team establish position and opportunity in the market with their knowledge and our analysis of their competitors and market sector opportunity. That led to us gradually working through their marketing funnel process working closely with the sales team. This led to us working closely with the whole team for several years delivering everything from SEO and PPC campaigns to paid media advertising campaigns to automated email to nurture leads and so much more.”

Sam Shrimpton

Founder, Teylu and Partners