Case Study
Purcell Murray - Distributors of Bosch, Thermador, Gaggenau, ULine, La Cornue, Broan, Best and Franke high end applicances.
OBJECTIVE:
- Create brand essence for Purcell Murray
- Develop new website
- Develop community relations
- Receive local press coverage
CHALLENGES:
- Branding of a distributor is a difficult task because the distributor does not sell direct to the public, only through their dealer base
- The showroom is logistically challenge and not easy to get to
- Demonstrating to the dealer base that the company is working to support them and not in direct competition
STRATEGIES:
- Develop a compelling website and integrate into CRM for literature distribution and to create and maintain database
- Create an advertising campaign that will direct consumers to the showroom
- Support the retail dealers with marketing POP, rebates and other programs to increase sales
- Develop community relations with charities and local businesses
- Brand Purcell Murray as a place to “test drive” appliances
RESULTS:
- Integrated Purcell Murray into local television show, “Evening Magazine” as the “wraps” position on a bi-weekly basis for 2 year contract
- Product placement Food Networks show, “Paula’s Home Cooking”
- Product history segment on national television show “The Genuine Article” on the Fine Living Network
- Created new look and feel for website, navigation and taxonomy
- Developed rebate and redemption programs for all brands and created “call to action” media and broadcast advertisements
- Editorial in several trade, design, and architectural publications
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Case Study
Wine Socials - a website for people who enjoy good wine and social events to connect them together.
OBJECTIVE:
- Drive traffic to website and increase individual memberships
- Position Winesingles.com as the meeting place for singles who enjoy wine
- Get press in local and national publications
- Establish community relations
- Hold monthly events
CHALLENGES:
- Competition among several dating websites
- Budget
STRATEGIES:
- Email and direct marketing campaign offering 3 free month membership
- Participate in wine trade events
- Get the word out to the press in regards to the site launch
- Work with local wineries and venues to hold events
RESULTS:
- Signed up over 600 members within the first 2 months of website launch
- Local and national press coverage
- Sponsorship of several charity events
- Holding 2 wine tasting events per month and cross-promoting with wineries and venues
- Launch of sister site, WineMingles.com for people who are not single but want to join the wine tasting events
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