The Unorthodoks Approach In Action - Chistell.com Case Study
What do you do when you’ve done everything? A question that many marketers are faced with when it comes to taking their company to that proverbial “next level”. Unorthodoks Marketing provides Internet marketing & Web design services to organizations that want to reach the online African-American community. Chistell Publishing, a small African-American book publishing company, retained Unorthodoks Marketing as its’ Internet marketing agency of record in May of 2001.
Chistell Publishing came to Unorthodoks Marketing with an interesting situation in that their website, www.Chistell.com, was already getting substantial traffic. There was a need for a better traffic to sales ratio, as although people were coming, they seemed more interested in the compelling content for book lovers the site offers than making purchases. The “Education before Execution” process that Unorthodoks Marketing deems necessary for all clients was employed to decide on the best plan of action.
Chistell Publishing had already conducted many successful online marketing tactics including, publishing an email newsletter, running online contests that engaged their target market and managing a fairly populated discussion board. It seemed that they were doing everything they could do yet, the sales numbers weren’t where they should be. It became obvious that something else needed to be done beyond regular online promotional techniques.
It was determined that a “two-pronged attack” was in order, in which, Unorthodoks Marketing would provide value added services in two distinct capacities. Initially, Unorthodoks Marketing operated in a consultancy role to develop the look and feel of the Chistell.com website. The “Education before Execution” process showed that a more streamlined approach and better-positioned tools would prove more effective in reaching the educated, affluent, religious woman that frequented the site.
The Unorthodoks Marketing - Design Division was called upon due their approach of web design from a marketing standpoint. This is seen in several ways on Chistell.com as better communication of the buyer influencing factors such as the 90-day money back guarantee, free priority shipping, different payment options, percentage of proceeds to charity, etc. are incorporated into the design. The layout of the links to the rest of the content of the site is such that priority is given to the sample chapters & order pages. These primary links are laid out along the top of the page while the secondary links can be found on the left side of the site. Those primarily links can also be found along the left side, as well.
Once the site was re-designed, Unorthodoks Marketing began the second phase of the campaign, which was to make use of online promotional techniques. Attention needed to be paid to fact that the new website could affect the traffic the site was already getting so, practices like search engine submissions were done. One of the biggest methods used was the development of a “Call to Action”. Since the goal was increased sales, an attractive “Order Now” button was designed and incorporated into the design. In fact, on the homepage alone, it’s found in 3 different places.
So, what is it you do when you’ve done everything? It’s simple: You do some more!
Chistell Publishing came to Unorthodoks Marketing with an interesting situation in that their website, www.Chistell.com, was already getting substantial traffic. There was a need for a better traffic to sales ratio, as although people were coming, they seemed more interested in the compelling content for book lovers the site offers than making purchases. The “Education before Execution” process that Unorthodoks Marketing deems necessary for all clients was employed to decide on the best plan of action.
Chistell Publishing had already conducted many successful online marketing tactics including, publishing an email newsletter, running online contests that engaged their target market and managing a fairly populated discussion board. It seemed that they were doing everything they could do yet, the sales numbers weren’t where they should be. It became obvious that something else needed to be done beyond regular online promotional techniques.
It was determined that a “two-pronged attack” was in order, in which, Unorthodoks Marketing would provide value added services in two distinct capacities. Initially, Unorthodoks Marketing operated in a consultancy role to develop the look and feel of the Chistell.com website. The “Education before Execution” process showed that a more streamlined approach and better-positioned tools would prove more effective in reaching the educated, affluent, religious woman that frequented the site.
The Unorthodoks Marketing - Design Division was called upon due their approach of web design from a marketing standpoint. This is seen in several ways on Chistell.com as better communication of the buyer influencing factors such as the 90-day money back guarantee, free priority shipping, different payment options, percentage of proceeds to charity, etc. are incorporated into the design. The layout of the links to the rest of the content of the site is such that priority is given to the sample chapters & order pages. These primary links are laid out along the top of the page while the secondary links can be found on the left side of the site. Those primarily links can also be found along the left side, as well.
Once the site was re-designed, Unorthodoks Marketing began the second phase of the campaign, which was to make use of online promotional techniques. Attention needed to be paid to fact that the new website could affect the traffic the site was already getting so, practices like search engine submissions were done. One of the biggest methods used was the development of a “Call to Action”. Since the goal was increased sales, an attractive “Order Now” button was designed and incorporated into the design. In fact, on the homepage alone, it’s found in 3 different places.
So, what is it you do when you’ve done everything? It’s simple: You do some more!
posted by Daze at 2:50 PM
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