TouchWood Play

B2B Lead Generation Marketing

TouchWood was founded in 2002 on the fundamental idea that play is essential to childhood. And when we say “play”, we mean it – not structured, supervised, managed play – we mean old-school outdoor imaginative play, with mud pies, battles, hiding, stick bashing, war cries, pretending, listening, touching, experimenting, building, feeling, smelling.

Client: TouchWood Play
Sector: Leisure / Tourism / Hospitality / Community
Website: touchwoodplay.co.uk
Services: 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

We were initially hired to assist TouchWood in undertaking a research project into the UK and EU playground market in 2021. This blossomed into a 3-year project working with the team to establish a marketing team, optimise a lead funnel and develop the marketing approach for the brand.

Results of our project

"The Teylu team have delivered a lot for us over the past few years - not always getting things perfect, but always working hard for us across our website, creative projects and driving leads to the sales team. By the end of our working relationship we needed to see the needle in the business move more, but up to that last few months we had been reasonably happy with the amount of work on the website, leads funnel and photography that the Teylu did for us."

Tim Harms, Managing Director, TouchWood Play

£1.1m in confirmed revenue from the marketing funnel Teylu created, with £3.9m proposals linked to the marketing funnel

Tracked ROI on the project was £927K at a rate of £12 returned for every £1 spent. Overall expenditure on marketing with Teylu (service fees and all activity costs) was £135K over 2-years.

Win rate on cold leads via digital marketing funnel 31.8% (only 15% down on referral or repeat business lead conversion for the brand)

Our task.

Our aim was supporting the creation of a 3-year growth plan to help the business scale from £1.5M to £4m turnover in 3-5 years, and then developing a marketing strategy and implementation plan to achieve that.

We knew the hardest thing would be building a reliable funnel for the brand to get leads for a business with an offering that put them at the top end of pricing in their market, and with the longest lead times as all their work was totally bespoke. Everything hinged around re-engagement and a targeted funnel.

"Working with Tim and Joe (the MD and Founder of the business) was a pleasure. We initially helped the team establish position and opportunity in the market with their knowledge and our anlaysis of their competitors and market sector opporuntity. 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 year delivering everything from SEO and PPC campaigns to paid media advertsing campaigns to automated email to nurture leads and so much more. Our final big project was updating the website and creating a three film series around their landmark Eden Project playground installation in 2023. It was a pleasure to work with the team at TouchWood."

Sam, Founder, Teylu and Partners

Our Solution

After a 6-month research project we established a marketing budget based on competitors and the growth targets to build national, then EU awareness. We built a funnel via Meta Suite, Pinterest, Google PPC, Physical Event Sign-ups, print/digital advertising and SEO strategies. We also built a new website, setup and developed their marketing tech stack and supported the sales team to begin tracking and optimising their sales process based on things like average lead costs, lead value and sales timeline.

Our biggest challenge was attribution. We could track 60% of sales via the marketing funnel, but some sales were disputed due to cross over between re-engagement strategies and a proactive sales team.

Overall, we confirmed £1.1m in revenues from the funnel, delivering an ROI on costs of our services at £927K.

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