Scottish Friendly partnership with STEAK sees it achieve record online sales

By Jennifer Faull | Deputy Editor

Steak

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Scottish Friendly article

December 1, 2012 | 2 min read

Financial services group Scottish Friendly has reported its best month ever for online sales, exceeding £500,000 in a single month for the very first time, following its partnership with digital marketing agency STEAK.

Since February 2011 STEAK has managed Scottish Friendly's affiliate and PPC activity, and is responsible for generating 55.7 per cent of the £524,000 revenue with the remainder coming from natural search, direct traffic, direct marketing, e-partnerships and email campaigns.

STEAK’s affiliate strategy drove the results with promotional activity tailored to individual affiliates, supported by an increased recruitment drive. This was further boosted with the introduction of a revised landing-page and a new product – the MiBond. A strong education strategy further optimised both site placement and sales.

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Increased performance for PPC was the result of a significant level of account optimisation over the past three months. STEAK restructured the accounts, match types and keywords were expanded and geo-targeting was used to focus budget towards top converting regions of the UK (Manchester, London, Newcastle, Edinburgh and Glasgow).

E-commerce marketing manager Jim Gall said: “The growth in online sales proves that, despite the fragile economy, there is still demand for the sort of low premium, monthly investment products provided by Scottish Friendly. Our partnership with STEAK has clearly paid off.

Next year is gearing up to be another exciting period with the launch of Scottish Friendly's My Plans system and an array of new products”.

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STEAK is an International digital marketing agency with offices in Europe, Asia Pacific and North America. We were founded in 2005 by search engine pioneers who saw the need for a specialist digital agency that understood marketing and technology – and could talk the language of both worlds to help brands increase their online presence. Today the STEAK Group brands, STEAK and Minute Steak (www.minutesteak.co.uk) operate at a global level with two of the original founders continuing to manage the company. In 2011 STEAK became part of Dentsu, the World’s fifth largest marketing communications agency, with over 100 offices in 27 countries. The company’s range of services have expanded since it’s early days as a search agency to encompass integrated digital media and creative, but the focus remains the same: to deliver digital campaigns that generate a return on budgets, whether measured against sales targets or brand and engagement metrics.

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