Integrated Interactive Marketing and Website Design
Kayak Pools Midwest
CHALLENGE:
Kayak Pools Midwest was looking to quickly and cost effectively centralize, systematize and enhance their online marketing efforts. Most importantly they were looking to drive additional sales leads and track which specific online channels were driving revenue. Specifically their website needed updating and their online marketing initiatives needed centralization to leverage integration and cost efficiencies. All of this during one of the most challenging retail markets in recent memory. Key to the challenge was to create a new, fresh, exciting, inviting look and feel and experience yet totally repurpose existing content and resources to effect the redesign without impacting organic SEO rankings negatively.
SOLUTION:
Design innovation, plain and simple, to make a familiar brand seem new and exciting. New graphics and design and bolder, brighter color schemes (still in the branding palette) and a refurbishing of the navigation to make it easier and more intuitive to create a brand new experience using all repurposed content while increasing and maintaining organic SEO rankings. Tactics included: Website redesign, blog postings, landing pages, e-mail marketing, online sales process integration, CRM setup and integration, SEO and pay-per-click advertising.
RESULT:
Perception is reality – Kayak Pools Midwest was able to position itself against static competitors in a down market. Customer surveys revealed consumer attitudes toward Kayak Pools reflecting a company that is still making a splash versus competitors doing the “same old, same old,” according to one survey verbatim. Kayak was able to hold its own with regard to bottom line sales while increasing overall cost efficiencies. The web has become the most profitable sales channel at the lowest cost per channel, which has left the client feeling they received a solid return on their investment.