launch strategy

MKTG Lotty developed a content strategy, which included organic social media, outreach and PR, plus SEO-driven copy for the Beneath website.

Background

Beneath Bar is located at Milsom Place in Bath’s Grade II listed Octagon building - which opened in 2019 as a new venture for the New World Trading Company. Located ‘beneath’ The Botanist Bath restaurant, the unique underground space was converted into a stylish cocktail experience, where customers are encouraged to gather and sip rare elixirs in an apothecary-style surrounding. In 2019, Beneath was added to the Top 50 Cocktail Bars UK list. 

Brief

After working closely with the marketing team on The Botanist Bath venue launch, NWTC came to MKTG Lotty for additional strategy, branding and content marketing support for the Beneath Bar concept.

Website Content Support

To help boost awareness of Beneath’s cocktail bar offering, MKTG Lotty developed a content strategy, which included organic social media, outreach and PR, plus SEO-driven copy for the Beneath website. Pre-launch promotion of Beneath bar included a mix of LIVE social videos and social outreach to Bath-based influencers with interactive VIP invitations.

Once NWTC developed the Beneath Bar website, they asked MKTG Lotty to develop the style and tone of voice of the content based around the ‘old apothecary/botany’ branding. Reflecting both the brand identity and user journey, the web copy was written with organic search in mind. Alongside this, MKTG Lotty supported the team with ongoing CRM.

Why good copy is essential

for your website

Copy is how you communicate your business, products and services with your customers on your web pages. The goal of your web copy should be to give your customers a memorable experience which is consistent with your brand and sets you apart from your competitors.

Does your website need

a copy refresh?

Review your web copy and ask yourself: are the words on my website consistent and true to my brand? A website might look great, but the content needs to speak to your customers. With the right copy, your website can reflect your business personality. Ready for a refresh?

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contact 

Please fill out the contact form, detailing a little about your business and marketing goals. 

 

t: 07876 809770

e: info@mktglotty.com

Manchester, UK 

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