Posts filed under 'CASE STUDIES'
Before I talk about the Approachable Nutrition launch: I thought I would share a series of events leading up to this launch that tell the story of the effectiveness of word of mouth marketing: This summer, I walked into Rockin’ Robins (a fun vintage shop in Niwot, Colorado) and struck up a conversation with the owner, Robin (who is a delightful networker, as well as a retail store owner and a lead singer). Though I was there as a customer, we started talking about marketing (I can’t help it, I am a marketing dork).
A couple of weeks later, Robin introduced me to Dawn of Girls On Top Band, who (upon my recommendation) began using Constant Contact for her band’s email newsletters. 
When GOT! sent their first email blast, they included a note thanking me for my help. One of the people on their email list was Janeen Goldsmith - a certified Nutritional Therapist. And, in case you didn’t guess it, Janeen called me to ask for help with her marketing efforts.
So, it just goes to show organic word of mouth, like a testimonial from a happy client, is definitely a great marketing tool. As is finding ways that help you stay at the top of your prospects and clients’ minds.
With that in mind, to help Janeen stay top of mind, yesterday we launched her new Approachable Nutrition site and blog, using Constant Contact to send her newly designed newsletter (to match her new site) to her subscriber list. This is what Janeen reported to me within hours of sending out her new email newsletter (and yes, she has given me permission to use it as a testimonial here):
Hi Bethany, Thanks again, it feels great to get this out and it looks awesome! I am getting many positive replies, everyone loves it. Karen who is the marketing director that helps me just loves, loves, loves this. One of my friends who also has her own business and is writing a book wants to know how to do an online newsletter. I will give her your info. I will talk with you soon.
Janeen
Now, let’s do a quick Case Study of this project:
Janeen wanted to change her site, which a friend had built with a template that felt too clinical for Janeen’s approach.
Just to give you an understanding of Janeen’s approach, here is a quick synopsis: Janeen was diagnosed with Multiple Sclerosis in 2000. She decided to explore nutrition as an alternative or compliment to traditional Western Medical treatments for MS.
Her old site didn’t reflect her vision of wellness. In addition to it being visually inconsistent with her practice, her site required someone else to make even the simplest grammatical changes. She was reliant on her friend’s availability - and though generous with his time, he wasn’t always available when she needed to quickly add or change content.
The Answer: Provide a web tool that would be easy for Janeen to use, with no HTML skills - so she could stay focused on her practice. She wanted to be able to add her newsletter articles to her site, and offer tasty, yet nutritionally viable recipes, as well as charts and tools to help people easily approach nutrition as an option to wellness.
The Process: We set her up with a Wordpress template, which has a built in Content Management System, allowing her to add content using a visual editor (similar to the ease of using a Word document). UniqueThink customized the site to have a color palette and images that better reflected her style. We also created static pages to offer easy navigation to important sections of her site, and we used the blog feature for adding fresh, original content associated with each of her newsletters.
For emailing her entire list (at once), we used Constant Contact to send her newsletter. This is my preferred email campaigner tool for many reasons:
1. Ease of Use: Their features allow Janeen to type content directly into an existing template (which UniqueThink customized to look like her site)
2. Deliverability: Their inbox deliverability is consistently above 97% - meaning they make it into your customers’ inbox, not a bulk mail folder!
3. Tracking: Now Janeen can see how many people opened her email, and how many of them clicked over to her site. This let’s her know which sections of her newsletter are most appealing to her readers, making future newsletters even more targeted
The Results: Well, it has been a little more than 24 Hours, but her testimonial (above) gives you a glance into the success of this campaign. So far, 41.6% of the people who received it have already opened the newlsetter and 41.8% of those have clicked through to her website. Constant Contact states that their average “completed” campaign gets 37% opens and 8.9% click throughs, so in only one day, Janeen is already a head of the game, there, as well.
In this short time, the blog posts have also begun to see results in the search engine and a mention of her post on another health related blog.
And though Janeen’s focus is helping people with MS, her nutritional advice is helpful for all of us. Check out her delicious, nutrition recipes and informative feature articles out on her new blog. And look for a lot more to come in the near future, as we archive all her past newsletters, as well as her new series of Get Healthy newsletters.
P.S. UniqueThink also helped Janeen to find a company name and a website domain name that reflected her style: ApproachableNutrition.com - so, as you contemplate your own company’s direction, consider UniqueThink for a full range of marketing needs. For a sampling of our services, please either explore our website or just give us a call at (720) 771-3271 for Your Complimentary 1-Hour Consultation.
Looking forward to exploring all the possibilities for increasing your company’s awareness online or offline…
Bethany
January 16th, 2008
Lingoport has a unique product and service that helps companies internationalize their software (to support multiple languages, date/time formats, phone numbers, currencies and locale-sensitive formatting). Their clients range from established global technology leaders to companies making their first efforts outside their home market. The first thing they shared about themselves was “We’ve pretty much left marketing out of our equation so far, and have survived on sales and partnerships.” The challenge was how to leverage what they have succeeded to do and bring the company to their next level?
The answer: Use the viral aspect of the Internet to build a solid online presence, by taking advantage of the knowledge-base the company had already developed.
The process: While making it apparent that Lingoport’s staff are the experts on internationalization, we also recognized they were becoming the preferred choice of many of the top localization companies.
To support both efforts, we redesigned the website to provide a venue for up to date information about the complete software globalization process. In addition to building offline partnerships with the localization companies, we provided them online resources in the form of extensive and growing FAQs, a glossary of industry terms, and a library dedicated to internationalization and localization white papers and pre-recorded webinars.
We re-purposed their white papers as a vehicle to strengthen their adwords campaigns. By re-evaluating keywords, ad copy and landing pages, we cut adwords’ cost per clicks by over $800 a month, while using this tool as a more efficient lead-generation method.
Autoresponder tools allowed us to instantaneously provide the requested study, then follow up 10 days later to see if the prospect had further questions. The prospect was also provided access to the complete white paper library and the company newsletters.
A newsletter (with industry news, articles, case studies and info about new white papers and webinars) was created to share information with potential and existing clients, as well as localization partners.
The results: Each newsletter helps Lingoport to remain top of mind in the industry, opening doors to more avenues of exposure, new partnerships and larger accounts.
The blog functionality of the site is used to archive the newsletters, press releases and to highlight the company’s presence in the media. These sections also offer exposure for new press opportunities and help to increase organic search engine results for their top keywords.
December 1st, 2007
The Wild Divine Project, creators of The Journey to Wild Divine (a computer adventure using biofeedback technology as an entertaining way to combat stress) requested UniqueThink to create an informative monthly newsletter, with articles and tips. The newsletter effectively increased sales, while growing the subscription base through successfully implemented marketing campaigns. It also established an avenue for joint venture promotions with companies who shared a similar vision and business ethic.
Journey to Wild Divine was a new type of product - a video game designed to help remove stress from your daily life. When most video games were designed to induce stress, this one was created with biofeedback technology to help you understand your body’s response. Now, the goal was to find a venue to communicate with those interested.
The answer: Create a monthly newsletter to reach out and build an online community for the international attention they were receiving.
The process: Incorporate various articles, tips and support topics into the layout, while keeping the visual integrity of the game in mind. The graphics were an important aspect of the game, but the process of how you could learn stress reduction in this virtual world and then tap into it in real life situations maked this game unique. Since it was a game that taught you how to calm your body down in stressful situations, we did a series of introductory articles from the creator, Corwin Bell, as well as sharing news about the involvement of such luminaries as Dr. Deepak Chopra.
The newsletter provided areas to feature other related projects to encourage sales, as well as provide venues for joint partnership opportunities.
We created an Exclusive Offer section, featuring a special promotional offer and a contest (to meet Deepak Chopra).
To view how these elements worked, click on the image of the Wild Divine Newsletter and you will be taken to the page where it remains archived. This will allow you to see how the intended audience perceived it.
The results: Wild Divine began to build a community following, increasing their list by 78% over the first few months. They created a venue to begin successful joint ventures with prominent companies and individuals throughout the Wellness industry. And, since the newsletter was archived online, it has evergreen stories that continue to increase their search engine rankings years later.
We also did email blasts:
Special limited time promotional emails, featuring a specific product, either from Wild Divine or from a relevant industry partner.
In this example, its main focus was for a joint venture partnership, yet there are reminders of 3 other offers from the newsletter, at the bottom.
December 1st, 2007
The Video Station is a UniqueThink client with a unique issue. In our NetFlix and Blockbuster world, how do you help a 20-year old (independently owned) brick and mortar movie rental store to grow?
The answer: Involve the community as they rethink their outdated image.
The process: First, UniqueThink partnered with appropriate area businesses (Mike’s Camera, Boulder Digital Arts, Boulder Weekly, and McGuckin Hardware) to obtain an impressive prize package for a Logo Contest.
Since the local community is important for a store like The Video Station, Boulder Valley School District and CU were contacted to encourage art students’ to submit their original designs.
Using The Video Station’s new blog and cost-effective email/survey tools, people were encouraged to vote by providing a modern method of window shopping (through their Internet browser windows) in the form of a slideshow highlighting the 10 finalists’ logos.
The results: By involving the community in their decision-making process, The Video Station not only obtained a professional and community approved logo, the campaign also increased offline and online exposure (including tripling their email list). They also built relationships for future joint ventures and partnerships with local area businesses.
All I can say is WOW!
Thanks so much! It’s perfect.
- Sheri LaPres The Video Station co-owner (responding to a custom newsletter template created for their weekly new releases)
December 1st, 2007
Community Awareness: People assumed PlayFair Toys must have closed, after all the mall surrounding it laid in crumbles. Yet, PlayFair held their ground as buildings were torn down and a new complex was constructed. We knew there must be a way to remind the community about this 20 year old locally owned toy store.
The answer: Find a genuine way to be top of mind with their core audience (kids and their parents). What better way then a family celebration?
The process: When a NY promoter decided to host a monthly discotheque for toddlers and their folks, called Baby Loves Disco, we put our dancing shoes on and showed them our moves. UniqueThink worked with both organizations (representing PlayFair to Baby Loves Disco) and created a mutually effective sponsorship program:
• Donations of toys and books for Chill Out areas: PlayFair sponsorship fliers lined the walls of 3 sectioned off areas dedicated to fun spaces for kids who need a break from the dance floor
• Monthly Prize Giveaways excite kids of all ages
• Entry Forms double as a permission based mailing list
• Coupons thank parents for participating and provide an easy takeaway reminder of the store locations
• Stickers and bags with PlayFair’s name offer additional exposure
• MC announcements provide sponsorship recognition, while highlighting giveaways
• PlayFair prize packages are prominently displayed with demos, allowing hands on exposure
The results: This event gave PlayFair a venue outside of the store, to remind people they were not only still open, but also hip, educational and fun. Products were not sold at the event, instead they were highlighted through must-have giveaways. At the April ‘06 event, 41% of attendees signed up for prize giveaways. Of those, 85% gave permission to be included on future mailings. Additionally, PlayFair’s name became associated with a monthly event filled with fun for families and friends.
Side benefits included an introduction to co-sponsors such as Wild Oats. Together, the sponsors explored further community-related happenings.
December 1st, 2007
DreamQuest wanted to break into the mobile phone arena. They had a popular PC-based set of computer card games (with a core demographic of retired school teachers). Their new audience (primarily business travelers with high end cell phones) was a different kind of player. How do they keep their faithful fans, while making the transition and increase exposure/sales?The answer: Create successful joint venture promotions with top (non-competing, yet relevant) software developers, manufactures of hand held devices (such as Nokia and Palm) and major media (such as London Times and Handango).
The process: First, it was important to begin to establish relationships with in the industry. Through asking for assistance in areas we were unfamiliar with and sharing insights on areas we already excelled in.
At the same time, we evaluated our marketing materials. DreamQuest had an existing email newsletter, but it was text based only. By transforming it with graphical elements, navigational functionality, and trackable cross-promotional tie-ins.
Additionally, we placed prominent coupon offers for monthly special promotion. We also incorporated a giveaways and monthly card tips.
The results: In addition to increasing sales, we built long-lasting relationships within the industry and the media, as well as won multiple trade related and consumer based awards.
Bethany demonstrated the exceptional ability to adapt and apply proven marketing techniques to our product line in an industry she did not have prior experience with…she increased our sales by 75%, breaking all existing company sales records.
- Cynthia Williamson - Vice President, Sales & Marketing for DreamQuest Software
December 1st, 2007
Joseph is a long time UniqueThink client, one of the originals. So, it was an honor when he came back and asked for help with his websites. He already had a music site, but wanted to gain more exposure as a guitar teacher. With a small budget and a desire to maintain his site himself, we had to find a cost-effective solution that didn’t require a webmaster or html skills.
The answer: Use a Wordpress theme (pre-made template with a built in Content Management System) and customize it to look like his existing site.
The process: The steps included evaluating his current site, taking time to review his vision of the new site, brainstorming ideas to make the visitors’ experience more seamless, and finding a template that would allow us to customize it to fit Joseph’s vision.
There were graphical elements on his existing site that Joseph wanted to incorporate, so when someone clicked from one to the other they would know there was an association. Using these elements, we created a new header specific for the guitar site. We then obtained testimonials and photos from several of his students, and offered to link back to their own sites.
We created static pages (for traditional pages like the About and Contact pages) with navigation along the top of the page. Then, we took advantage of the Web 2.0 blog feature and set up sections that would allow Joseph a venue to add FAQs and online video instructions in the future.
The results: Joseph loved the ease of the Content Management System and proceeded to write multiple blog posts in a single afternoon. We saw his new site immediately begin to rise in Google with multiple entries for his main keyword phrase. A new student signed up within days and he even began to brainstorm ideas on his own. Our favorite idea that he thought of on his own: Use the new posting feature to offer his students’ a venue to list their own performances on the new site.
Hi Bethany,
I love using the Wordpress site you set up for my guitar lessons page!
It’s incredibly easy to use, and provides many more ways for visitors to get involved and interact than a conventional website.
Since I’m saving tons of time by not having to resort to Dreamweaver when I update, we should use Wordpress when you redesign my main site.
Thanks for all of your marketing ideas, web savvy, design, and training on the new tools you’ve provided for me. Whereas I previously dreaded this aspect of my business, now I’m having fun with it!
- Joseph Brenna
December 1st, 2007
1. Ease of Use: Their features allow Janeen to type content directly into an existing template (which UniqueThink customized to look like her site)
