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Office Furniture Dealer #1 - Case Study
Business Case
A regional office furniture dealer had experienced little to no growth in the last few years. Its six figure marketing budget was almost solely focused on print advertising, which had helped the company grow since its inception. It had attempted digital marketing in the past with lower level service providers with no success. The CEO came to us looking for a partner and advisor to grow revenue, profitability, and cash flow.
Analyses, Solution & Results
The team started with consumer research. We quickly concluded that a large percentage of the retailer’s market was doing research online and tested its hypothesis by taking 25% of the print advertising budget and initiating a paid search campaign. The team also setup an extensive call tracking platform to test each print creative and each paid search initiative. The first year was spent optimizing and re-allocating budgets, which resulted in an increase in revenue from $2M to $3.5M.
While the paid search initiative was very successful, it illuminated the opportunity to increase the website conversion rate and begin search engine optimization(SEO). The team collected quantitative and qualitative research to develop customer personas. The personas were then used to improve the information architecture and the interaction design of the website. The data from the paid search campaign was used to guide the SEO initiative. The website redesign resulted in a conversion rate increase from .5% to 4.5%. Combined with very successful SEO work the second year’s initiatives pushed the company to $6.5M in annual revenue.
In the 3rd year of our relationship we noticed increased demand for green office furniture and the opportunity to position the client as the market leader. A branding and online PR initiative ensued, which resulted in a separate brand that continues to grow through its blog’s popularity. Its green office blog features green experts spanning different industries. The team’s efforts have earned a consistent feature piece from the editor of the Environmentalist and cross-posted content on the #1 blog on the internet according to Technorati, The Huffington Post.
