The Situation
Midsized, established wheel and caster manufacturer desired to invigorate marketing
efforts with a reworked web site. The existing site developed internally was
content rich yet visually and navigationally challenged. There was no integration
with business processes or marketing campaigns. Site traffic was 611 visitors
per month.
The Proposal
To develop a new campaign integrating a revitalized web site and to coordinate
the site launch with a direct mail campaign introducing both the new site and
a 120-page full color catalog, all to be coordinated "time-on-target".
Our primary mandate was to increase site traffic. Our secondary mandate was to
make Hamilton Caster the destination within the industry for anyone interested
in industrial wheels or casters whether they purchase from Hamilton Caster or
not.
Strategy & Tactics
J&Y developed a 130-page web site featuring in excess of 8000 SKU's, a database
driven national distributor locator by zip code or area code and a database driven
product calculator by application for Phase I. Simultaneously, we developed a
gatefolded direct mail campaign to introduce both the web site and our 120-page
catalog under the theme: "Find it Faster with Hamilton Caster". Both
launch initiatives were supported with an aggressive trade ad program in both
our horizontal and vertical markets, combined with press releases.
The Outcome
Within 60 days of launch, site traffic increased from 611 to over 7000 where
it has maintained itself for 2 years. Hamilton Caster.com is the definitive online
destination for the category. While the customer has not shared specific sales
figures with J&Y, it was understood sales increased during the promotional
period and immediately thereafter by double digits. |
