Sweet success for digital switch

Published 5:00pm 15 July 2023

Sweet success for digital switch
Words by Nick Crockford

Cashmere Syrups was forced to ‘pivot’ during the pandemic and it paid handsome dividends at the 2023 Moreton Bay Business and Innovation Awards.

For the full list of winners click here.

The Brendale business, which opened in 2005 and now has 11 staff, won the Bishopp Award for Marketing Excellence at a gala night in St Columban’s College, Caboolture.

“We’re very very proud to have maintained the level of excellence in this particular field,” director Russell Dryer said, “it means a lot to us.

“We’ve been in Brendale 20 years now and have seen such growth in the region.

“Moreton Bay offers us huge opportunities in terms of transport hubs, access to all sorts of things and seeing the local business community grow the way it has, is a real privilege.”

Before COVID, in 2020, Cashmere Syrups – a subsidiary of Rainbow Syrup Company - was a wholesale manufacturer.

But the pandemic forced it to pivot and launch the Cashmere Syrups ecommerce store for customers across Australia.

Since then it has catered to more than 40,000 customers and hundreds of cafes, manufacturing and wholesaling through the Rainbow Syrup arm.

Using digital advertising, email and content marketing and conversion rate optimisation, Cashmere Syrup has achieved $1 million in lifetime Facebook advertising spend and $5 million in e-commerce store revenue.

“We put a lot of effort in to building and nurturing our customer base,” marketing director Jacob Dryer said.

“I think anyone in the ecommerce space will tell you the advertising side has got more difficult in the last couple of years.

“So, we’ve really focussed on nurturing our existing customer base through our content, email marketing and getting a lot more personalised with our marketing.

“It’s really about connecting with our Cashmere community."

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