From brand zero to BBC One. 366% growth in daily sales.
Building a complete marketing operation from absolute zero
Inn Farm Dairy came to Optimise Your Marketing at the very beginning — before the brand existed, before the website, before a single social media post had been published. The dairy had a vending machine selling fresh farm milk 24 hours a day, 7 days a week, but needed a complete marketing operation built from scratch to drive awareness, footfall, and daily sales.
There was no audience to speak to, no brand to build on, and no existing digital presence. Everything had to be created — and it had to work quickly enough to build consistent daily revenue from a product that expires.
Every element of the marketing — from day one
OYM has been Inn Farm Dairy's marketing partner from day one — building and managing every element of their online presence and business strategy across the life of the business.
Brand creation
OYM developed the Inn Farm Dairy brand from scratch — identity, tone of voice, and visual style. Everything the dairy presents to the world flows from this foundation.
Website
OYM designed and built the Inn Farm Dairy website (innfarmdairy.co.uk), giving the business a professional online home that communicates the farm's story and drives footfall to the vending machine.
Social media
OYM manages weekly content across Instagram, Facebook, and TikTok — maintaining a consistent posting schedule that has built a loyal local following and kept the brand front of mind for customers.
Google Business Profile
OYM manages the Inn Farm Dairy Google listing end-to-end — reviews, posts, photos, and business information — ensuring the dairy appears prominently in local search and on Google Maps.
PR & media
OYM supported Inn Farm Dairy in securing coverage on local Derby radio and national television — including a feature on BBC One's The One Show, putting the dairy in front of a national audience.
Business consultancy
Beyond marketing, OYM has consulted on the physical business — including the design and launch of a new vending shed, expanding the product range to include local potatoes, honey, and free range eggs, and introducing milkshakes and ice cream three years ago — both of which have become key revenue lines.
Numbers that speak for themselves
From zero — no brand, no website, no audience — to a thriving local business with national TV coverage and consistent sell-out days.
Local business. Hyper-local marketing. Impossible to ignore.
Inn Farm Dairy is a local business with a hyper-local customer base. The marketing job was to make the dairy impossible to ignore for people within driving distance — and to give them a reason to keep coming back.
OYM did that through consistent social media, a strong Google presence, and a brand that feels genuine and connected to the farm. When you know how customers discover a local business and what keeps them returning, you can build the marketing around those exact triggers.
The BBC One feature was the result of a business with a great story, told consistently and well. That kind of coverage doesn't happen by accident — it comes from having a clear brand, a compelling narrative, and the groundwork already laid on social media and online.
Consistent social media
Weekly content across Instagram, Facebook, and TikTok kept the brand front of mind and built the loyal local following that drives repeat visits.
Google dominance locally
Full Google Business Profile management ensured Inn Farm Dairy appeared at the top of every relevant local search and Google Maps result.
Marketing meets business strategy
The product range expansion — milkshakes, ice cream, eggs, honey — came directly from understanding what customers wanted. Marketing insight fed straight into new revenue lines.
A great story told well
The BBC One feature was earned, not bought. A clear brand and consistent narrative over time created the platform that made national media coverage possible.
Is your local business not getting the footfall it deserves?
If you're a local or regional business — a farm shop, a food producer, a leisure venue, a hospitality business — and you're not getting the footfall or awareness your product deserves, OYM can build and run the full marketing operation for you.
From brand and website through to social media, Google, and PR. We've done it before, from day one, for a business with nothing but a vending machine and a great product.
What we used for Inn Farm Dairy
This project touched Brand, Website, Social Media, Local SEO, Algorithms, and Test & Measure — a full BIG12 build from scratch.