This month we chat with Jeffrey Galbraith, serial entrepreneur, family man and Marketing Manager at Garage Guys, a proudly South African business specialising in DIY home and office shelving and storage solutions. With their bold branding, clear no-nonsense messaging, visually appealing ads and clever solutions, Garage Guys are taking their place in the DIY e-tailer space and making happy customers as they go.
Describe yourself in 3 words
Dedicated, Passionate and Relentless
Where did the idea to start ‘Garage Guys’ come from?
The Garage Guys installed its shelving in my home a few years back. I loved the concept so much and immediately saw the enormous opportunity for growth. I just knew I had to be a part of it, so I joined the team and have loved it since.
Was the plan always to just go online? i.e. did you ever consider opening a store?
Before I joined, online meant lead generation via a Facebook form, just accepting the norm, while e-commerce wasn’t a focus and contributed under 10% of turnover. Today over 60 % of our income is from e-commerce and it is rapidly growing :).
What are the biggest challenges in starting an online business at these times?
You cannot do it alone. There are so many platforms, publishers and applications that it is near impossible to master them all. Join support groups, partner with experts, cough, wink, nudge like AdMarula which allows you to work ON and not IN your business.
How did the past two years (and the pandemic) affect the home improvement industry?
Our custom work decreased as people are still awkward about strangers in their homes, but we are very blessed and have seen over 300% growth in our e-commerce division, so we can’t complain.
How does Garage Guys differentiate/position itself from already established, brick-and-mortar builder stores?
We make DIY Fun, Easy & Affordable.
What are the key ingredients for a successful digital marketing strategy?
KISS… Keep it Simple Stupid. We found that less is more. Ensure you are marketing what your audience wants and not what you think they need.
The most important skills digital marketing managers need nowadays.
Patience and forgiveness, as often we first need to learn what NOT to do in order to know what to DO. Mistakes are not the opposite of success, but part of it.
How would you describe your management style?
In truth, aggressive. I am results driven. I expect the best as I give the best and I will pull my team until we reach our goal.
What’s the biggest lesson you’ve learnt in your career so far?
Partner with the right people. Just because you’re thirsty doesn’t mean you should drink poison.
Follow Garage Guys!