From Firewood to Fire Sales

TESTIMONIAL

“Partnering with Wolfgang Digital gave us access to the best expertise in the digital marketing world. This allowed us to focus on our own core strengths in house while giving us the comfort in knowing our digital marketing plans and budget were in safe hands. Their strategic insight, technical know how and creativity have had a measurable impact on our digital performance. Wolfgang are a great team of people and a true partner in growth.”

Steven Monahan, Managing Director, Monahan’s Fuels & Garden Centre

WOLFGANG DIGEST

Monahan’s, a trusted fuel and garden centre based in Kildare, Ireland, has long been a favourite among customers for their service and quality. Selling online since 2012, they had already established a strong foundation, but they were ready to take it even further.

With ambitions to grow, Monahan’s set their sights on elevating their customers’ experience across all touchpoints. They wanted a solution that could unify in store and online sales and deliver long term growth across channels. That’s when they partnered with Wolfgang Digital.

CHANNELS

Paid Social, Google Ads & CRM Automations & Campaigns

BUSINESS GROWTH

27% YoY revenue growth

33% of total revenue attributed to CRM driven strategies

CRM database growth of 527%

Repeat customer revenue up 43%

New customers up 42%

OUR STRATEGY

Rather than relying on siloed marketing tactics, we created a highly integrated strategy where all channels worked in sync ensuring that no customer touchpoint was wasted. From ad click to store visit to post purchase we wanted to ensure that each moment was optimised to work together.

Google PPC & Shopping Ads to Drive Conversions

The home & garden industry is highly competitive on Google, requiring a data driven approach to ad spend allocation.

- We used Performance Max & Search campaigns to target high intent audiences.

- Leveraged CRM audiences for retargeting & lookalike modeling, increasing overall conversions.

- Used top performing social assets to maintain brand consistency across Google Ads & Performance Max placements.

Social Ads & Lead Gen to Drive Awareness & CRM Growth

Unlike PPC, which is conversion driven, social ads focused on brand engagement & lead generation rather than direct sales.

- We built Meta campaigns, targeting users at awareness and consideration stages.

- Implemented lead generation ads, by consensually capturing customer data directly from social.

- Retargeted high intent and most likely to convert users’ to maximise conversion opportunities.

CRM Automations & Campaigns: Turning Leads into Customers

- We incentivised CRM database signups with exclusive discount codes for first time purchases.

- Segmented CRM audiences based on purchase behavior, sending highly personalised promotional & informational emails.

- Implemented retention driven email sequences for upselling, reviews, and brand engagement.

We also wanted to ensure that our digital marketing efforts directly contributed to in store visits & sales while also leveraging in store interactions to enhance digital lead generation & growth.

- We drove in store visits using geo-targeted Google & Meta Ads & CRM email campaigns featuring store specific offers.

- Implemented in-store QR code strategy to capture new CRM sign ups & subscribers with a 48% conversion rate.

BUSINESS GROWTH

Repeat customers increased by 73%
Repeat customer revenue increased by 43%
First time customer revenue increased by 27%
Total new customers increased by 42%

Final Takeaway: Integration = Impact. Success in this campaign came from breaking down channel silos and placing CRM at the centre of the strategy. By seamlessly integrating search, social and CRM, we were able to capture, track and nurture leads more effectively, maximising impact at every stage of the funnel. As ad costs continue to rise and with major shifts in the digital landscape like the rise of AI, short form video content and platforms like TikTok changing how people discover and shop, creating a unified customer journey has never been more critical. With CRM at the core of this strategy, our client achieved real, measurable growth establishing a fire marketing strategy that continues to drive success.

From Firewood to Fire Sales

How Monahan’s Ignited Explosive Growth Through a Fully Integrated Strategy

TESTIMONIAL

WOLFGANG DIGEST

CHANNELS

BUSINESS GROWTH

THE CHALLENGE

OUR STRATEGY

INNOVATION USED

BUSINESS GROWTH