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Customer Engagement in
the Digital Marketing era
Case Study Presentation
CASE STUDY - BRIERS
Briers – Home, Gift & Furniture
• A major client in Vancouver, Canada
• Retail company with an e-commerce division
• Sells a variety of things including Gifts, Home Décor
and Furniture via brick & mortar store and Online
• Website currently sells over 6,000 products from over
40 manufacturers from around the world
• Flagship store located on the main shopping district
in Vancouver – store we were most concerned with
LEAD CONSULTANT
Deepak Mathews Founder and Principal Consultant
Logisch Consulting Group
Expert in Digital Marketing & Social Media
• Grew up in Kerala, Bangalore, Hong Kong, Geneva
• Studied Marketing at McGill University, Montreal, QC
• Worked in Dallas, Philadelphia, Toronto, Vancouver and now back in Geneva
• 5+ years of experience in SEO/SEM, Social Media, Analytics, CRM
• Certified with Google (AdWords & Analytics) and Adobe (CS5)
WHAT WE DO
HOW WE DO
SITUATION
• Entered the medium to high end furniture market and
focused all marketing efforts on this segment • Higher margins
• More ROI
• Brand dilution - drop in sales of their core products
(gifts, bags, jewelry, home décor)
• Very little web marketing and social media presence
• Competitors consistently beating them in Google
rankings, AdWords, Social Media, etc
• Losing key demographic segment (Females, 18-35)
• Hired Logisch Consulting to devise and implement a
Digital Marketing and Social Media Strategy
MARKET RESEARCH
Over a period of 3 weeks we conducted extensive
market research – Employees, customers,
competitors and suppliers were all studied in detail
Method
• Focus groups - current and potential customers
• Surveys – 137 respondents
• In store observations and Employee interviews
• Web Analytics – Analyzed 3 years worth of data
• Interviews with suppliers and manufacturers
• Visited stores, websites and social media pages of
the competition
• Traditional SWOT Analysis
• Industry research
ANALYSIS/RESULTS
What we learnt
• Strong sales team – very good at closing on the floor
• Visitors to website stay longer than average
• Customers not engaged/not aware of online
presence
• Brand loyalty decreasing due to better marketing
and branding by competatiors
• Insights into buyer behavior
• Social media trends
• Pinterest, Twitter, Facebook are all used by key demo
• Two completely different segments and markets • Core Products (18-35 females, single, impulse buys)
• Furniture (young professionals, couples, first time home/condo buyers, long term investment)
OBJECTIVES
1. “Shore up the base” – key demographic
2. Improved Google ranking (SEO)
3. Use SEM campaigns to generate more sales
4. Increase foot traffic to the stores
5. Engage key demo through Social Media
6. Build a CRM system
7. Start newsletter and weekly sales email
8. Change segmentation strategy
DIGITAL MARKETING
• Goal: Integrate with overall brand strategy
• Set goals and monitor results using analytics tools–
go back and change as needed
• Limited time, man power and resources • Short term campaigns with high ROI take priority
• Minimize advertising costs as much as possible
• Put in place a long term strategy (e.g. SEO, Twitter)
and train Briers’ staff to continue implementation
The Four Pillars of Digital Marketing – what can we change?
Search Engine SEO/SEM
Social Media Website CRM
Email Marketing
DIGITAL MARKETING STRATEGY
Search Engine SEO/SEM
Social Media
Website
CRM Email Marketing
• Increase Google ranking so customers can find Briers products when they are searching for furniture, gifts and home décor (National focus)
• Use SEM/PPC to drive visitors to the Briers website and eventually to Briers flagship store on 4th Avenue (Local advertising in Vancouver)
• Use social media to engage customers – conduct a two way conversation • Devise innovative campaigns to get Briers customers to share Briers
website content and post about Briers (Like, Share, Pin, Tweet, etc) • Use social media to inform customers about store promotions and sales
• Work with the web design agency to create a responsive and user friendly e-commerce website that will capture the attention of visitors
• Create original and captivating content which will in turn lead to other websites linking to Briers site (Blogs, Videos, etc)
• Collect information such as email, telephone and address so a Customer Relationship Management can be created and implemented successfully
• Create a CRM for email marketing campaigns, newsletters and data on clients/market research
SEGMENTATION STRATEGY
Furniture Buyers
Gift Buyers
Furniture Buyers
Gift Buyers
Before
After
SEGMENTATION STRATEGY
Furniture Buyers
Gift Buyers
AdWords
Print Media
Original Content
Blogs/Videos Blogs
SEO
• Website
Optimization
Social Media
Public Relations
Media Buzz
SEO • Linkbait
• Link buying
• Anchor Text linking
Target different segments with different marketing mediums
SEO
Search Engine Optimization • Science and art of ranking higher on Google/Bing
• Website optimization
• Content development
• Building a diverse link profile
Website Optimization Relevant Content Backlinking
Difficulty and Effectiveness
We are experts in content development and link building strategies
SEM – HOW IT WORKS?
Search Engine Marketing
• Paid Ads on Google AdWords/Microsoft Adcenter
• Ad Ranking on page = Bid ($) x Quality Score • Bid for each keyword is not as important as before
Keyword Bid ($) Quality Score (out of 10)
~ 40% ~ 60%
Landing Page
Historical Performance
Keyword Relevancy
Click through rate
Ad Relevancy
Other Relevancy Factors
Ad Position
Factors that determine quality score
Due to several factors that only increase with time, results from Google Adwords are usually not instantaneous.
SEM – WHAT WE DID
Search Engine Marketing • Google AdWords Campaign started
• Aim of campaign is to bring traffic to website and then to the store – Briers sales staff very good at closing buyers
• Focused on local Vancouverites searching for furniture, gifts
and home décor (High value key words)
• Tight knight ad groups – very relevant and focused ads • Landing pages
• Optimized using A/B testing (split testing)
• Customers were given instructions on how to get to Briers
store from their current location (mobile) • Customers were told to call Briers sales department
• Different campaigns for different markets (e.g condo market,
corporate buyers, interior designers, etc)
• All campaigns monitored using Google analytics and
modified as needed on a daily basis
SOCIAL MEDIA
• Pinterest Contest – Pin it to win it
• Engage key demo – 80% of Pinterest users are female
• Make an account – submit email/contact info
• Pin any item from the website to your board
• Every week several draws take place
• Heavy promotion on forums, local media, blogs • Primary aim: Engage customers with the Briers brand online
• Secondary aim: get emails and contact info for CRM
• Tertiary aim: to get anchor text backlinks to the website
Facebook used to showcase Briers products
RESULTS
• Organic: Top 5 in Canada for such keywords such as
“gifts”, “furniture”, “condo furniture” etc
• AdWords: Top 3 in for high value keywords
• 2000+ emails collected and 200+ phone inquires
• CRM system put in place to manage customers
• Pinterest Pin it to Win created huge buzz in local
media and national media. Copied by competitors.
• Recently Briers opened an exclusive furniture store
due the success of the digital marketing campaign
Quality Score (Adwords)
Google Page Rank
4x Web traffic
Alexa Rank
Store Traffic
Social Media Shares
