How Digital Marketing Transformed Snow Windows into a Nationwide Sensation
At Digital Boost, we’re passionate about helping small businesses thrive using digital tools. Snow Windows is a brilliant example of how digital marketing for small businesses can transform a local idea into a national success!
Meet Snow Windows
Snow Windows is the brainchild of Keri and Tom. What started as a family Christmas tradition turned into a business that’s worked with Harvey Nichols, Jamie Oliver, Crisis and more! As a fine artist, Tom turned his hand to creating snow vignettes on the windows of their home for fun. His designs soon garnered local and then national attention. Over 10 years later, Snow Windows offer DIY snow kits, Snow Art courses and still work with huge businesses around the world for custom instals.
From Kitchen Window to a National Phenomenon
A Spark of Inspiration
One night many years ago Tom surprised Keri with an incredible snow scene on the window of their family home. Over the years it became a family tradition that Tom would create a surprise window every Christmas! One day, Keri took to Facebook to share Tom’s surprise window for the year.
“I posted about what my other half does on a local Facebook community page,” Keri recalls. “Just a casual ‘Hey, is anyone interested in this?’ kind of thing. An hour and a half later, I went back to my computer, and there were over 800 comments. People were saying, ‘Oh my gosh, I want this. Where can I get it?’”
The post sparked an extraordinary journey for Snow Windows and turned their family tradition into a small business!
📸: https://snowwindows.com/
Snow Windows’ First Year
With the amazing response to Tom’s creations, Keri and Tom started working with local businesses and charities. They partnered with local businesses to decorate their windows and bring some festive cheer to their town! Their business had tapped into something magical that hadn’t been seen before! And within their first year, they’d had a double-page spread in the Daily Mail and even worked with the Empire State Building!
Keri says that “as every year goes by, we’re always […], astounded” by the clients and enquiries they receive.
The Importance of Digital Marketing
With Tom as the artist, Keri has become the marketing expert behind the scenes for Snow Windows. But she says herself, the digital marketing landscape was tough to navigate as a founder!
She’d previously worked in a marketing role in the food and hospitality industry, but many years before the digital age took off.
With amazing opportunities being generated by simple social media posts, Keri realised she needed to learn about digital marketing ASAP.
When Keri found Digital Boost, she threw herself into finding mentors to support her! She connected with mentors who helped her with digital marketing, social media, and cybersecurity.
The Highs and Lows of Digital Marketing
Riding Out the Lows
Keri initially found success with her first Facebook post about Tom’s work gathering over 800 comments! She slowly created their online presence and built an incredible following over the years. Keri did this all by herself, painstakingly teaching herself as much as she could about Facebook and how to use it to market the business. To this day, Keri still replies to every single comment Snow Windows receives on their Facebook page!
Disaster struck in 2019; the social pages were growing but Keri’s Facebook account had been banned from advertising with no warning or reason why. Keri discovered she’d been a victim of hacking on her Instagram account which had triggered a warning across all her Meta accounts. Through one of our partners, Keri was referred to Digital Boost to get support with digital marketing and cybersecurity.
Celebrating the Highs
Experiencing an ad ban was a low for the business but Keri’s Digital Boost mentors have helped her keep growing her business in spite of challenges like this!
Through Digital Boost’s mentoring platform, Keri has connected with multiple digital marketing mentors. In her own words, she’s thrown every digital marketing ‘challenge’ possible at her mentors and they’ve all risen to the occasion 🙌
Through Digital Boost’s support, Keri received help with the website, improved their SEO scores, and created retargeting campaigns!
“[Mentoring has] increased my confidence in areas where I definitely didn’t have a lot of confidence in what I was doing”
📸: https://snowwindows.com/
The impact of mentoring
Keri sums it up perfectly: “Digital Boost understands that as a business owner, you don’t have all the answers. Every year brings new challenges, and to keep growing, you need support.”
And with the support of dedicated digital marketing mentors, Snow Windows has seen real results!
A £3,000 Facebook ad campaign generated £8,000 in profit
Snow Windows hit 250 million Facebook impressions in 2023
Their retargeting campaign sold out their DIY snow spray kits
Keri says: “I can now run an advert myself, pull out insights, and figure out which posts perform best,” she says. “It’s been a game-changer for our business.”
A rollercoaster journey
Small businesses are more than their numbers. For Keri, the true brilliance lies in the extraordinary journey the business has been on. Snow Windows started from nothing and had no investment, but it had Tom and Keri’s passion. It’s their passion that shines through at every point of their 10+ year journey.
As Keri says: “You start running a business because you enjoy doing something”. It’s this passion that shines through Keri’s story. From replying to every single Facebook comment each year, to handwriting individual thank you notes for over 200 customers when the DIY kits first launched – Snow Windows’ superpower is the people behind the business.
Now with over 10 years under their belt, Keri’s set her heart on giving back to the community. When asked what her favourite Snow Windows campaign was, Keri remembers a local display Tom did a few years back. The client asked Tom to design whatever he wanted, and he created a display of a homeless snowman being handed a Christmas card by a child with the words, ‘love actually is all around’. The display was so moving that Keri posted a picture on Facebook. The post reached over 56 million people and Keri remembers thinking, “Imagine if each one of those people had paid a pound to view [the post] […] what would that have raised for a homeless charity?”.
“[Being] able to make a difference to people’s lives is the biggest love that we have for Snow Windows.”
Transform your digital marketing with our mentors!
Snow Windows is a testament to the power that digital marketing can have for small businesses! Inspired by Keri and Snow Windows’ story? Why not see how digital marketing mentoring could help you grow your business! 🌱
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