Peltier Chicken – From Offline to On-Fire

Client Overview

Peltier Chicken is a dedicated provider of bulk chicken products, serving a diverse B2B clientele including butcheries, caterers, and hotels in Gauteng and Northern Free State, South Africa. With a strong commitment to quality and value, Peltier aims to be the go-to supplier for businesses requiring consistent and reliable chicken provisions.

The Challenge: Stagnant Growth in a Competitive Market

Before partnering with us, Peltier Chicken Supplies faced significant growth hurdles. Despite offering high-quality products, their business primarily relied on traditional methods: word-of-mouth referrals and cold calling. They had no online presence whatsoever – no website, no social media channels, and consequently, no way to track marketing efforts or measure lead generation effectiveness.

Their ambitious goal was clear: double their client base within six months and expand their reach beyond local customers to new, regional markets. Without a strategic marketing foundation or a clear brand identity, penetrating new territories and attracting a broader B2B clientele proved challenging. Their brand perception and reputation were not strongly established or widely known in the market.

Our Solution: BE KNOWN. GET SALES. – A Phased Approach to Digital Transformation

We engaged Peltier Chicken Supplies with our proven “BE KNOWN. GET SALES.” process, designed to clarify their unique value, communicate it strategically, and drive measurable sales growth.

Phase 1: Clarity – Defining Peltier’s Core Value

Our journey began with an in-depth intake meeting and workshop session. Through careful listening and strategic questioning, we helped Peltier articulate their vision and, most importantly, identify their distinct value proposition. We solidified their core message:

“When you choose Peltier Chicken, you’re choosing exceptional quality, unbeatable value, and a supplier that truly cares about your success.”

This insight became the cornerstone of all subsequent branding and marketing efforts, guiding how their audience was to believe in their product and service.

Phase 2: Craft – Building a Trustworthy Digital Presence

With a clear brand message, we moved to establish Peltier’s digital footprint. This involved:

  • Updated Logo & Brand Identity: Refining their visual identity to reflect professionalism and reliability.
  • New Website Design & Development: Creating a clean, straightforward, and easy-to-navigate website. To build immediate trust, we prominently featured a photo of the Managing Director, alongside his impactful quote. The simple design and clear messaging were tailored for busy business managers, allowing them to quickly grasp essential information and feel confident in the brand.
  • Social Media Launch: Establishing Peltier’s presence on key social media platforms to begin engaging with their target audience.

Phase 3: Strategy & Ignite – Targeted Digital Marketing & Lead Qualification

With their foundation in place, we launched their marketing strategy, primarily leveraging Facebook marketing to achieve their expansion and client acquisition goals.

Initially, our approach involved broad audience targeting for awareness, encouraging direct WhatsApp inquiries. While this generated an impressive over 200 WhatsApp inquiries per day immediately after launch, we quickly identified a crucial challenge: a high volume of these leads were individuals seeking chicken for personal use, not the target B2B clients.

Recognizing the need for lead qualification and data enrichment, we swiftly adapted our strategy in the Momentum phase:

  • Refined Facebook Targeting: We narrowed down the audience parameters, meticulously targeting specific geographic regions and businesses that matched Peltier’s ideal client profile (butcheries, caterers, hotels).
  • Webform Lead Pipeline: Leads were now directed through a dedicated webform on the new website. This strategic shift allowed us to collect essential lead data upfront, effectively filtering out non-serious inquiries and enriching the quality of prospects entering the sales pipeline.

Phase 4: Momentum – Sustained Engagement and Optimisation

Throughout the campaign, we maintained consistent engagement with the audience through:

  • Content Creation: Developing compelling static social media posts and authentic, personal TikTok-style videos that resonated with their B2B audience.
  • Performance Assessment: Regular sessions were held to assess campaign performance. The crucial adjustment to the webform pipeline, based on real market response, was a direct result of this ongoing optimisation. This fine-tuning ensured that leads were of significantly higher quality, building momentum towards their sales objectives.

The Results: Tangible Growth & High-Quality Leads

Our strategic intervention delivered immediate and measurable results for Peltier Chicken Supplies:

  • New Client Acquisition: Within just one week of the marketing launch, Peltier landed a new big client from one of the previously untargeted regional areas, a direct testament to the effectiveness of the expanded reach strategy.
  • High-Quality Lead Generation: After pivoting to the webform pipeline, Peltier consistently received at least 3 high-quality, qualified leads within the first week, a dramatic improvement from the initial flood of irrelevant inquiries. This shift significantly streamlined their sales process and increased their team’s efficiency.
  • Enhanced Lead Management: The new system made lead management much easier and more effective for Peltier’s internal team.

Conclusion: A Clear Path to Continued Growth

Peltier Chicken Supplies’ journey from having no online presence to consistently acquiring high-quality B2B leads and expanding into new regions demonstrates the transformative power of a well-executed brand and marketing strategy. By clarifying their unique value, crafting a compelling online presence, and implementing a data-driven, adaptive marketing strategy, we enabled Peltier not only to meet but to exceed their initial growth objectives, positioning them for continued success and appreciating brand value. The campaign is still ongoing, building further momentum and delivering consistent returns.