Entanglements Metal Art

The challenge

Entanglements had the product, the personality and the proof. Their metal screens, fire pits, sculptures, water features and custom pieces had already created a buzz through the Melbourne Flower Show and television exposure, including The Renovators.

The next challenge was not whether people loved the work. It was how to turn that attention into a stronger, more consistent marketing system.

The business needed to use online marketing tools, including social media, to reach a larger audience; segment its marketing so different customer groups received more relevant communication; and move from opportunistic promotion to a planned approach.

The approach

We started by clarifying the real value offering: why people bought from Entanglements, what they were looking for, and how they wanted to be communicated with. This was not just a website brief. It was a shift from showroom-led marketing to a more connected online sales and communication model.

From there, we built a practical digital system that could support articles, blog content, email, SEO and lead capture from one easy-to-manage backend. The goal was simple: make it easier for the business to be found, easier for customers to enquire, and easier for the team to keep marketing active without reinventing the wheel every month.

What we built

• A new website built on a content management system
• Integrated articles, blogs, email and SEO foundations
• Better lead capture forms to automate enquiries and collect more useful customer information upfront
• A Facebook strategy to communicate with prospects and customers
• Email promotions and gift card campaigns
• A PR schedule to support awareness and brand recognition

The result

The new marketing system gave Entanglements a stronger path from awareness to enquiry to sale. The original success story recorded early results across website traffic, list growth, ecommerce sales, Facebook audience growth and trade/architect promotions.

The marketing program also helped build a list of trades and architects through special promotions and attracted television sponsorship opportunities, including The Block and The Renovators. Most importantly, the brand moved into the online marketing world with a more deliberate system behind it.

Why it worked - the MacInnis approach

Entanglements did not need random activity. It needed a practical marketing engine that respected the craft of the business while giving the owners a more reliable way to reach customers.