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Briers Case Study by Logisch Consulting

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Briers Case Study by Logisch Consulting

  1. 1. Customer Engagement in the Digital Marketing era Case Study Presentation
  2. 2. CASE STUDY - BRIERS Briers – Home, Gift & Furniture • A major client in Vancouver, Canada • Retail company with an e-commerce division • Sells a variety of things including Gifts, Home Décor and Furniture via brick & mortar store and Online • Website currently sells over 6,000 products from over 40 manufacturers from around the world • Flagship store located on the main shopping district in Vancouver – store we were most concerned with
  3. 3. LEAD CONSULTANT Deepak Mathews Founder and Principal Consultant Logisch Consulting Group Expert in Digital Marketing & Social Media • Grew up in Kerala, Bangalore, Hong Kong, Geneva • Studied Marketing at McGill University, Montreal, QC • Worked in Dallas, Philadelphia, Toronto, Vancouver and now back in Geneva • 5+ years of experience in SEO/SEM, Social Media, Analytics, CRM • Certified with Google (AdWords & Analytics) and Adobe (CS5)
  4. 4. WHAT WE DO
  5. 5. HOW WE DO
  6. 6. SITUATION • Entered the medium to high end furniture market and focused all marketing efforts on this segment • Higher margins • More ROI • Brand dilution - drop in sales of their core products (gifts, bags, jewelry, home décor) • Very little web marketing and social media presence • Competitors consistently beating them in Google rankings, AdWords, Social Media, etc • Losing key demographic segment (Females, 18-35) • Hired Logisch Consulting to devise and implement a Digital Marketing and Social Media Strategy
  7. 7. MARKET RESEARCH Over a period of 3 weeks we conducted extensive market research – Employees, customers, competitors and suppliers were all studied in detail Method • Focus groups - current and potential customers • Surveys – 137 respondents • In store observations and Employee interviews • Web Analytics – Analyzed 3 years worth of data • Interviews with suppliers and manufacturers • Visited stores, websites and social media pages of the competition • Traditional SWOT Analysis • Industry research
  8. 8. ANALYSIS/RESULTS What we learnt • Strong sales team – very good at closing on the floor • Visitors to website stay longer than average • Customers not engaged/not aware of online presence • Brand loyalty decreasing due to better marketing and branding by competatiors • Insights into buyer behavior • Social media trends • Pinterest, Twitter, Facebook are all used by key demo • Two completely different segments and markets • Core Products (18-35 females, single, impulse buys) • Furniture (young professionals, couples, first time home/condo buyers, long term investment)
  9. 9. OBJECTIVES 1. “Shore up the base” – key demographic 2. Improved Google ranking (SEO) 3. Use SEM campaigns to generate more sales 4. Increase foot traffic to the stores 5. Engage key demo through Social Media 6. Build a CRM system 7. Start newsletter and weekly sales email 8. Change segmentation strategy
  10. 10. DIGITAL MARKETING • Goal: Integrate with overall brand strategy • Set goals and monitor results using analytics tools– go back and change as needed • Limited time, man power and resources • Short term campaigns with high ROI take priority • Minimize advertising costs as much as possible • Put in place a long term strategy (e.g. SEO, Twitter) and train Briers’ staff to continue implementation The Four Pillars of Digital Marketing – what can we change? Search Engine SEO/SEM Social Media Website CRM Email Marketing
  11. 11. DIGITAL MARKETING STRATEGY Search Engine SEO/SEM Social Media Website CRM Email Marketing • Increase Google ranking so customers can find Briers products when they are searching for furniture, gifts and home décor (National focus) • Use SEM/PPC to drive visitors to the Briers website and eventually to Briers flagship store on 4th Avenue (Local advertising in Vancouver) • Use social media to engage customers – conduct a two way conversation • Devise innovative campaigns to get Briers customers to share Briers website content and post about Briers (Like, Share, Pin, Tweet, etc) • Use social media to inform customers about store promotions and sales • Work with the web design agency to create a responsive and user friendly e-commerce website that will capture the attention of visitors • Create original and captivating content which will in turn lead to other websites linking to Briers site (Blogs, Videos, etc) • Collect information such as email, telephone and address so a Customer Relationship Management can be created and implemented successfully • Create a CRM for email marketing campaigns, newsletters and data on clients/market research
  12. 12. SEGMENTATION STRATEGY Furniture Buyers Gift Buyers Furniture Buyers Gift Buyers Before After
  13. 13. SEGMENTATION STRATEGY Furniture Buyers Gift Buyers AdWords Print Media Original Content Blogs/Videos Blogs SEO • Website Optimization Social Media Public Relations Media Buzz SEO • Linkbait • Link buying • Anchor Text linking Target different segments with different marketing mediums
  14. 14. SEO Search Engine Optimization • Science and art of ranking higher on Google/Bing • Website optimization • Content development • Building a diverse link profile Website Optimization Relevant Content Backlinking Difficulty and Effectiveness We are experts in content development and link building strategies
  15. 15. SEM – HOW IT WORKS? Search Engine Marketing • Paid Ads on Google AdWords/Microsoft Adcenter • Ad Ranking on page = Bid ($) x Quality Score • Bid for each keyword is not as important as before Keyword Bid ($) Quality Score (out of 10) ~ 40% ~ 60% Landing Page Historical Performance Keyword Relevancy Click through rate Ad Relevancy Other Relevancy Factors Ad Position Factors that determine quality score Due to several factors that only increase with time, results from Google Adwords are usually not instantaneous.
  16. 16. SEM – WHAT WE DID Search Engine Marketing • Google AdWords Campaign started • Aim of campaign is to bring traffic to website and then to the store – Briers sales staff very good at closing buyers • Focused on local Vancouverites searching for furniture, gifts and home décor (High value key words) • Tight knight ad groups – very relevant and focused ads • Landing pages • Optimized using A/B testing (split testing) • Customers were given instructions on how to get to Briers store from their current location (mobile) • Customers were told to call Briers sales department • Different campaigns for different markets (e.g condo market, corporate buyers, interior designers, etc) • All campaigns monitored using Google analytics and modified as needed on a daily basis
  17. 17. SOCIAL MEDIA • Pinterest Contest – Pin it to win it • Engage key demo – 80% of Pinterest users are female • Make an account – submit email/contact info • Pin any item from the website to your board • Every week several draws take place • Heavy promotion on forums, local media, blogs • Primary aim: Engage customers with the Briers brand online • Secondary aim: get emails and contact info for CRM • Tertiary aim: to get anchor text backlinks to the website
  18. 18. PINTEREST
  19. 19. FACEBOOK Facebook used to showcase Briers products
  20. 20. RESULTS • Organic: Top 5 in Canada for such keywords such as “gifts”, “furniture”, “condo furniture” etc • AdWords: Top 3 in for high value keywords • 2000+ emails collected and 200+ phone inquires • CRM system put in place to manage customers • Pinterest Pin it to Win created huge buzz in local media and national media. Copied by competitors. • Recently Briers opened an exclusive furniture store due the success of the digital marketing campaign Quality Score (Adwords) Google Page Rank 4x Web traffic Alexa Rank Store Traffic Social Media Shares
  21. 21. Thank You For more information or inquires please email info@logischconsulting.com

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