Customer acquisition has never been a problem for the team at fashion consignment retailer 2nd Time Around. But generating the type of data that’s necessary to get a complete picture of customers had been a challenge, according to CEO Kristin Kohler Burrows.
“We know that our local retailers are the best way to engage and influence consumers,” says Frank Hwang, Timberland’s senior manager for digital and paid media. The company works with local retailers to provide product storytelling and brand lifestyle content for their digital and social media channels.
At his family-owned used car dealership, Anthony Curran works as a salesman and also handles marketing. He says a recent campaign with Facebook had a lot of success: “In the first week we had over 80,000 people reached. Since then, everyone has been mentioning seeing us on Facebook.”
In today’s competitive landscape, digital marketing firms are honing their sales pitches and investing in innovative new technologies to stand out from the pack. But when Don Fuller’s Appliance Repair co-owner Lisa Fuller evaluates a vendor, she looks at something that’s harder to quantify — sincerity.
“Marketing for law firms generally is something that not even 20 years ago was considered somewhat taboo,” Mike Mellor says. “The folks in law firms have had some catching up to do in regards to driving cultural change and getting attorneys comfortable with the concept of marketing and new business development.”
This case study looks at how New York City’s Paola’s Restaurant worked OpenTable, Yext, email and Yelp to boost walk-ins and traffic. Which tools were most effective and which weren’t worth the expense?
As the digital marketing manager for Christine Waller Photography, a small photography business based in Chicago, Illinois, Conor Keenan uses many sources of traffic to generate leads. His monthly search budget runs between $250 and $500, depending on the services he’s focusing on that month.
At Treat Cupcake Bar, Sarah Waters’ responsibilities run the gamut from online and offline marketing and social media management, to event organization and employee development. Of all her responsibilities, it’s online marketing that creates some of her biggest challenges.
Despite recent successes with mobile advertising, Herminio Gomes of Sharp Cleaning estimates he currently spends just 4% of his marketing budget on digital channels. The rest is divided between direct mailers, newspaper ads, flyers, and commissions.
In the past 18 months, the ratio of spending between print and digital marketing campaigns has flipped at Hwy 55. Today, the company’s digital spend is more than 20% higher than print. The company has chosen to focus its efforts on platforms that can be used to reach consumers at the hyperlocal level.