Wesley Allen Website - Enhancing Corporate Image Online
CHALLENGE
Wesley Allen (WA), a premier iron bed manufacturer, recently introduced
a new ad campaign and other marketing materials in order to drive
their ‘romantic beds for life’ branding into the marketplace.
With these materials completed and ready for distribution, a website
that accurately reflected the new visual brand was essential. WA
sought to quantify the results of their advertising investment to
ensure effectiveness. In order to better understand their customers,
they wanted to enhance communication with their audience. In addition,
WA realized the need for a practical and cost-effective way for
dealers to access their catalog.
SOLUTION
Grabiner/Hall developed a website that was consistent with Wesley
Allen’s brand. The database-driven website allows for easy
updates and includes a full administrative section that tracks all
site-traffic statistics. G/H implemented a system (utilizing free
giveaway offers and eNewsletters) that enables WA to solicit and
collect information about their audience in order to establish and
maintain an ongoing dialogue. G/H also set up programs to automatically
manage distribution of online brochures while streamlining other
offline procedures. In addition, G/H developed a complete online
catalog with a password-protected area for WA’s dealers.
RESULTS
The new ad campaign and web optimization increased traffic to WA’s
website by over 50%. Visitors were incentified to register for free
giveaways, enabling WA to build a database containing valuable information
about their audience to drive future marketing efforts. G/H opened
the doors for opportunities to learn more about WA’s current
customers and potential new areas for growth. By incorporating a
downloadable electronic brochure, printing costs, postage, and man-hours
were slashed, saving thousands of dollars each month. Additionally,
a password-protected “extranet” made it possible for
dealers to view complete and up-to-date product information at any
time.
Media Inquiries:
Kande Hall
Ph: 310.364.1100 ex106
Fx: 310.364.1222
Twitter: KandeHall
Email: Kande@grabinerhall.com