To Boldly Go: Working with Avery to Broaden Their Horizons

We recently chatted to Nathan from Avery Australia and New Zealand – specialists in office and consumer products. He explained the partnership between Avery and IGNYT, and how this has unleashed fresh energy and untapped potential for them as a brand.

In the current economic climate, ecommerce is not the easiest business to be in, so it’s more important than ever for Avery to stay one step ahead of the competition, get noticed by consumers, and establish a level of trust in this space.

They initially partnered with IGNYT, as an experienced and well-regarded agency, to give them the support they needed with SEO so that more of their written content would get seen by the right audiences. But this turned out to be only the beginning…

One of the things that IGNYT immediately brought to the table was a wealth of industry insights into current and emerging trends, and it was clear that Avery could unlock a whole lot more potential if they were willing step boldly into some uncharted territory.

Avery had never used social channels, video content, pay-per-click advertising or user-generated content so when IGNYT stepped in and brought a new perspective on their strategy going forwards, it really was a case of having to build up enough trust that the team at Avery could step well out of their comfort zone, knowing that they were in safe hands. But, as Nathan from Avery says, “If you’re not outside your comfort zone then you’re doing what everyone else is doing.”

Since Avery entrusted IGNYT with all of their social and video content, the level of engagement from both existing and new customers has soared dramatically. The IGNYT team have also brought a fresh perspective on the PPC strategy, challenging and refining each step to achieve the best possible returns. These changes are not only wowing Avery’s customers and educating them about their products and services, but they have also invigorated the internal team, getting them excited and motivated about what the company is doing and the potential for more.

One of the biggest success stories has been the explosion of user-generated content. As the IGNYT team well knows, this type of content is trending strongly at the moment and is crucial for building trust with consumers: it’s not enough for consumers to hear what Avery has to say, but they need to actually believe it and buy into it. They have seen a huge turnaround in terms of the level of engagement from customers, and there is a constant generation of content that can be used over and over again.

Despite the challenges within the industry, Avery is not only surviving but thriving and growing.

There are plenty of agencies out there that appear shiny and glitzy, with lots of promises about what they can do for you, and it’s hard to find the ones that actually deliver. The testimony from Nathan and the team at Avery is that this is what makes IGNYT stand out.

Nathan explains that, although IGNYT has all the experience, expertise and professionalism of a large-scale agency, it has felt like working with a boutique agency in terms of the time, attention and nourishment they get from the IGNYT team. He says, “You get treated like you are top priority,” and whenever he has given direct feedback the team has taken it on “like a bunch of champions and just gone with it.”

The main reason that Nathan and all at Avery have had the courage to constantly step out of their comfort zone, to try new things and push the boundaries, is because they trust in IGNYT’s industry experience and understanding. But this boldness is also reinforced by the fact that the team at IGNYT has the interests of the business at heart above all. The challenge and push for more comes from a place of listening and understanding the business, seeing the potential, and boldly going after it.