Key Objectives: As a consumer electronics brand that attracts a technical audience, the main objective is to provide detailed product information enabling consumers, custom installers and other resellers to research, select and purchase Denon products. The site supports resellers (and avoids channel conflict) by implementing BUY NOW functionality on every product page, which provides links to the associated product pages of online e-tailers (e.g., Amazon.com, Crutchfield.com) who have the product in stock, as well as BUY LOCALLY, enabling consumers to indicate their zip code to visit local retailers (e.g., nearest Best Buy). Since we tagged the resellers’ order confirmation page, we were able to measure the direct revenues associated with each and every marketing campaign.
Key Objectives: As a start-up internet “pure-play” (without any brick and mortar stores), The Speaker Company needed to build brand awareness and credibility from scratch. This required a lot of attention to SEO, including: 1) a clear site structure, 2) keyword-laden pages, 3) appropriate anchor text, page titles, metadescriptions, metatages and alt tags, 4) a content-rich blog with frequent postings, and 5) an aggressive link-building campaign with authoritative sites. Effective SEM and viral marketing campaigns and compelling ofers brought visitors to the site. Optimized landing pages, informative content–including blog posts, product videos, strong expert and user reviews– and aggressive pricing (while providing higher margins than our traditional brands) converted much of this traffic to sales. The result? The Speaker Company dominated Google organic search results within six months from its launch for virtually all of its keywords. Sales increased from$O/mo. to approximately $75,000/mo. within the Company’s first year of operation.
Key Objectives: Target affluent customers who can afford these top-of-the-line audio/video products with a gorgeous, luxurious site that demonstrates the beauty, quality and heritage of their products that are still hand-crafted in upstate New York. An photo upload feature enables users to show-off their McIntosh equipment on the site, while videos depict the tremendous impact of McIntosh on famous recording artists. Videos of the factory, moreover, show-off the craftsmanship and quality that goes into the manufacturing process.
Key Objectives: Depict how the Boston Acoustics (BA) product line fits into the personal lifestyles of consumers. Users can not only search by product category (e.g., book shelf speakers, in-wall speakers), but also by selecting the room where the speakers are to be placed, emphasizing the different lifestyle elements that match speakers with different environments. Compared with Denon, which is more concerned about potential channel conflict, Boston Acoustics takes an aggressive approach to e-commerce on the site. This brand has a Facebook account that enables BA to engage more deeply with its fans, which fosters customer retention and long-term loyalty. Fans, in turn, share their experiences with their friends, adding a viral component to customer acquisition. and fostering long-term. The Twitter account notifies followers about special offers, that not only provide their own revenue stream, but unable BA to move excess inventory.
Key Objectives: Appeal to the youthful “aspiring” DJ as well as professional DJs already playing in clubs, weddings and other venues with an exciting, uplifting experience. Pulsating music throughout the site keeps visitors pumped-up and highly engaged. The site captures the powerful emotions associated with DJs’ opportunties to control the mood of crowds attending their events. It features lifestyle information about celebrity DJs, including their bios, videos, audio mixes and their favorite Denon DJ products. Additional information about best business practices helps DJs obtain more revenue and profits. This information provides a reason for DJs to come back to the site for the latest information to improve their “game,” with provided higher customer retention rates and long-term brand loyalty.
Key Objectives: This was part of a major re-branding initiative as the company migrated from providing relatively simple incentives (e.g., Gift Cards) for HR reward and recognition programs, to providing sophisticated applications for the Healthcare industry (providing incentives to drive down health care costs). Rather than targeting HR managers, the Company needed to appeal to C-Level executives within Health Plans and large corporations. T
his required a more corporate look and feel, richer content, and the ability to enter the site based upon who you are rather than the internal organization of the company. The result is a site that is truly “customer-centric.”
INNOVATIVE PRODUCT LAUNCH
Product/Service Description. At AT&T in 1993, I had the privilege of launching PersonaLink Services, the first wireless, multimedia messaging service for users of first generation PDAs manufactured by Sony and Motorola, with hardware and software provided by our partner, General Magic. Among many other features, PersonaLink offered e-commerce services for such brands as 1-800-FLOWERS, Tower Records and LexisNexis Information Services. Of course, TCP/IP and the Internet soon emerged as the standards, supplanting all previous proprietary services,including PersonaLink. Fortunately, we were able to migrate our consumers to AT&T Worldnet Internet Access Services and our business customers to AT&T’s Web Hosting and E-commerce services. The PDAs were redesigned to be portable internet browsers, complete with hyperlinks. The video shows the power of the PersonaLink solution and how it was way ahead of its time.
