Helping a school furniture company graduate to category leader
Approach
By performing a category segmentation analysis, we were able to help Smith System determine where to focus its budget. We identified the most important audiences based on their lifetime value and their influence on the school furniture buying process. We determined that if we can help them design their classrooms, they will buy the whole package.
Solution
We built the centerpiece of Smith System’s marketing efforts – a robust web presence. It provides contextual browsing of furniture in classroom settings and maintains a focus on design aesthetic and inspiration, allowing furniture options to be filtered by user perspective.
Robust administration functionality allows the website managers to easily make changes throughout the site. In addition to complex product configurations, site administrators can implement pop-up notices, contact forms, and heavily customized landing pages all through the administration system without additional developer assistance.
Through continued dedication to SEO, technical site optimization and robust content creation, the information and thought leadership necessary for engaging the wide array of decision-makers is available at the right time in the customer buying process.
Other marketing efforts have included email marketing, media engagement, digital banner advertising, and search engine marketing along with offline advertising and events.
Results
Smith System continues to see robust sales growth. Overall conversions increase YOY and organic conversions are triple the previous site’s with higher traffic quality and engagement.
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