Marmoset Electrical

Poised for growth

The outcome

“The strategy and marketing support we received were exceptional. The Jelly team developed a clear, competitive pricing strategy and a professional website that truly reflected and lifted our brand. Their insight and guidance have positioned us perfectly for growth — we’re already seeing the results in new enquiries.” — Shaun Brannigan, Owner, Marmoset Electrical.

In a competitive market during a period of substantive downturn for construction, stemming  from high inflation and interest rates that are consuming household disposable income, Marmoset Electrical has the opportunity to leverage a strong foundation, with the right direction and digital presence. 

The challenge

Shaun was reaching a critical decision, to go for the step change and take the risk that comes with doubling his workforce, or not. Steady word-of-mouth growth and exceptional service got the business to this point and provided a steady, consistent stream of sales. 

"We had tried google ads and some other marketing things but they never really worked out. Most of our business was from word-of-mouth and partnerships with local builders. We weren’t sure what we needed to do to really drive growth."

Shaun needed a digital presence and pricing model that would:

• Attract enquiries and sales 
• Be visible to those local who are searching for electrical services
• Reflect the market and business conditions, ensuring ongoing cost was considered and affordable

Our approach

We began by analysing the existing website and pricing, competitors positioning and market condition. This was key to a) understand the relative market position, strengths and weaknesses and b) where the opportunities, risks and challenges lay.

These insights established the building blocks for a website and pricing strategy centred around steady, sustained growth that seeks to accommodate the relative step changes in resources.

The foundation

Marmoset Electrical had a good brand and strong customer feedback and recommendations. Word of mouth and builder partnerships had been the key driver of growth to date. The website and google business profile were a real challenge to locate using any popular search teams. An opportunity existed to strengthen and align the website to what potential customers were searching for. 

To achieve this we:

• Established a set of website pages based on the key locations Marmoset Electrical serviced
• Researched key search terms for services Marmoset Electrical provides and established pages for services with a high number of searches and limited competition
• Updated and aligned content across digital channels to maximise the opportunity to drive website traffic

Pricing

The challenging economic conditions and varied pricing models implemented by electricians across NZ meant it was difficult to gauge whether Marmoset Electrical was appropriately priced to meet customer expectations while not leaving profit on the table. To understand whether there was untapped potential we:

• Collated pricing models and rates available across Wellington and NZ
• Compared the models and rates based on frequent jobs, excluding the material cost
• Outlined a set of pricing options and models, recommending a model and rates to maximise profitability without compromising demand

The results

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Just a year into our partnership with Marmoset Electrical and already we have seen:

• Immediate increase in enquiries
• Increased demand for services
• Easier to find online and this is now organically continuing to improve
• Shows up on the first page of Google when customers search for electrical services in Wellington
• First result for several key search terms customers use to find electricians

Most excitingly for us, Marmoset Electrical has had feedback from competitors and customers alike about the quality of the website.

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Our relationship

While our joint focus currently is on ensuring the foundations are right, we are keeping an eye on the next steps to support the growth and credibility of Marmoset Electrical. Our first marketing campaigns in development, alongside pathways to improve frequency of obtaining testimonials and reviews.  

We are excited to remain a part of the journey as Marmoset Electrical grows their reputation for outstanding customer and electrical service exceptional across the Wellington Region.

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