After a tough time battling the economic recession and intense competition, Kennys implemented a focused marketing strategy with limited budgetary spend. The firm has sought to create the atmosphere of their bookshop in the online environment through the booktalk blog, weekly newsletters, author readings, events, video reviews, quirky posts and competitions on social media. Their customer-focused strategy has kept customers coming back again, and competitive pricing strategies were implemented to deliver value, along with free shipping worldwide on every purchase, where users can shop in multiple currencies. The marketing strategy has succeeded in turning the business around, and lifted sales by a big jump last year.

Tour Operator Adams & Butler offers unique, authentic experiences and provides an entirely new type of tailor-made product using the finest castle hotels, private stately mansions and country house estates. From a base in Dublin, the firm has grown rapidly through implementing a dynamic marketing plan that has leveraged contacts and partnerships in the industry, and made the most of the power of digital marketing for international profile in target markets. This action has seen the firm benefit from an increase in revenues and profits, and an improvement in the balance sheet which moved from a negative balance to a positive balance.

Since launching in Ireland in 2011, BFree has become the market leader, and launched into the UK market. The firm has built its brand awareness and highlighted its points of differentiation, increasing its digital advertising spend to provide tailored content. BFree also teamed up with retailers campaigns to provide mainstream visibility. New product development has set the firm apart, with product reformulations securing key UK listings. The brand featured in a Mintel report as a key player in the free from sector. The success of the firm’s marketing strategies has seen the UK business grow significantly, and now account for a sizeable proportion of total revenues.

Vayu Energy provides alternative solutions for large energy users, and competes on customer service and innovative solutions. Vayu was first to offer access to the wholesale market, first to offer 100% green electricity, first to offer direct power purchase agreements to guarantee 100% renewable energy. The marketing strategy has been to build brand awareness through PR, providing relevant marketing updates, insights and team profiles of the team’s energy experts, and to use direct marketing campaigns to support an events programme. Vayu has outperformed competitors in the industrial and commercial market segment in Ireland. 

Keoghs is the only producer of cooked artisanal crisps in Ireland. The firm undertook market research and put in place a series of media campaigns last year such as #PerfectPicnic and #Keogh’sCrispmas, which helped solidify sales and increase market awareness of Keogh’s by engaging with various media and customers with the product and brand. Through attention to quality, smart marketing through social media platforms, the introduction of innovative unique flavours, and new innovative packaging of multipacks, the business has been going from strength to strength. Keoghs is now the fastest growing crisp company in Ireland.