CASE STUDY: WIN-TRON ELECTRONICS

Transcription

1 CASE STUDY: WIN-TRON ELECTRONICS Win-Tron Electronics Targets a New, Digital Buyer singlethrow.com

2 Copyright 2016 Single Throw Marketing All rights reserved You are encouraged to , tweet, blog and pass this report along to anyone you think might find it useful. We only ask that you do not alter it when you share it. Enjoy!

3 SINGLETHROW.COM INTRODUCTION For over 50 years, Win-Tron Electronics has been a world-leading wholesale distributor of marine electronics. Serving over 14,000 marine dealerships across thirty countries, five territories and six continents, Win-Tron is the final word in wholesale marine electronics. Adding to Win-Tron s success is its continued focus on providing its dealers with sales and installation training, a web development platform that showcases the complete Win-Tron catalogue of products and advertising opportunities to elevate dealer brand positioning. So what does a titan in its category need when it seemingly has everything it could ever ask for? More. More targeting. More visibility. More prospects. More customers.

4 SINGLETHROW.COM CHALLENGE Despite its time-honored history providing its customers with best-in-class products and thinking, Win-Tron s digital customer acquisition model had, over the years, lagged far behind. More recently, it had become apparent to Win-Tron that in order to evolve its superlative brand promise, a sweeping wholesale improvement to its digital strategy would be necessary. Single Throw would ultimately be charged with developing a digital strategy sensitive to the nuanced pedigree of Win-Tron s evolving digital consumer targets. Therefore, a deep dive was undertaken to identify the gaps residing between the Win-Tron brand promise and what should be the corresponding digital delivery of that pledge.

5 SINGLETHROW.COM CHALLENGE (Continued) Once this needs audit was complete, it was quickly revealed that Win-Tron needed a user experience (UX) derived from dealer analysis. In this way, Win- Tron would be working in reverse, from the end user backwards, to determine the most satisfying way dealers consume Win-Tron website content. To achieve the ideal dealer UX, Single Throw developed a buyer journey map that would be: 1. simple; eliminating superfluous steps to fulfilling conversion progressions, while also remaining; 2. flexible; understanding that no two marine dealers are the same and thus may seek to complete a desired action a multitude of different ways.

6 SINGLETHROW.COM CHALLENGE (Continued) But even the smartest UX analysis can leave outcomes to chance when unaccompanied by a strategic search engine optimization (SEO) plan. As a companion to the best laid UX strategy, Win-Tron s approach to SEO would include: targeted key phrases; or phrases and topics aligned with the chronological order with which a dealer begins to express buying intent and; authoritative website content; or content published that is both relevant to the marine dealer at pivotal moments in their buying journey and also provides dealers with a content experience they assume should be theirs. With Win-Tron s new 1-2 punch (UX overhaul and SEO implementation) digital strategy prepared, Single Throw almost immediately began to enjoy the fruits of its labor.

7 SINGLETHROW.COM THE PLAN The ultimate determining factor in grading any digital marketing strategy is established by whether or not the plan created customers. After all, if the strategy failed to produce a new channel of qualified leads, or reinforce the stability and flow of qualified leads, what else could it have been meant to achieve? Therefore, Single Throw implemented the following plan on behalf of Win- Tron Electronics. Develop UX archetype comprising an aggregate of user behavior characteristics that uncovers a dealer s level of satisfaction with the existing Win-Tron website experience. Deploy a new Win-Tron website experience in response to how dealers engaged and consumed Win-Tron website content. Craft multiple, unobstructed paths to the conversion process that bridged the gap between buyer assumption and the UX provided.

8 SINGLETHROW.COM THE PLAN (Continued) Conduct extensive journey mapping and phrase research, and seed phrases among phrase groups assigned to multiple intent-based buyer personas. Conduct ongoing research into industry news and trends to keep up-to-date with current conversations.

9 SINGLETHROW.COM EXECUTION Single Throw deployed a new Win-Tron Electronics website consisting of a content footprint derived of empirical findings, not subjective preferences. In eliminating personal bias as a marketing variable, Win-Tron dramatically reduced the gap between what the buyer assumes should be their experience and the one the new Win-Tron website supplied. By thoughtfully developing a schematic of the buyers journeys and dispersing phrase groups across the chronological events that comprise the entire buying cycle, Win-Tron s search engine strategy delivered more than just garden-variety SEO it produced a proven sales funnel designed to create and foster a longitudinal digital revenue channel.

10 SINGLETHROW.COM RESULTS 382% Total Traffic Total Traffic WintronElectronics.com total traffic rose dramatically by 382% during the first year of their digital marketing program. 494% Organic Traffic Organic Traffic Organic traffic coming to WintronElectronics.com recorded an even more impressive 494% rise in the first year.

11 SINGLETHROW.COM RESULTS (Continued) 30% On-Site Leads On-Site Leads On-site leads increased by nearly one-third, quarter over quarter, during the first year of Win-Tron s new digital strategy.

12 SINGLETHROW.COM CONCLUSIONS Win-Tron Electronics had done all that could be expected of it without properly leveraging the power of a digital marketplace. In its over 50 years of operating history, Win-Tron had prominently perched itself atop its industry and established itself as the quintessential opinion leader in the marine electronics distribution category. Not so ironically, it was this pioneering and progressive spirit that bore the Win-Tron brand 53 years ago, that ultimately led to its partnership with Single Throw. Together, Win-Tron and Single Throw reinforced the brand s share of the market by developing and deploying a digital marketing strategy impervious to fleeting trends and marketing fads. Today, Win-Tron s brand promise is intact because it maintains a surgical focus on the only metric that really matters customer acquisition.

13 Want to gain more insight into your digital marketing strategy? Feel free to talk to someone about Single Throw s services, solutions and offerings at singlethrow.com.