Today, February 7, 2018, Constant Contact is hosting their annual Solution Provider Kick Off Meeting. Nicastro Consultants
is presenting Roland's Jewelry,
a successful family owned business in Medford Square, MA.. I met Yvonne Roland's,sales and marketing person,at a Medford Chamber of Commerce event where I was speaking about digital marketing.
Yvonne shared her vision; create a clean, crisp mobile and social ready website. A site to showcase and sell Roland's one-of-a-kind estate jewelry from Roland's the vault website. She also wanted to reward her loyal customers and make it easy for them, and new clients, to search, locate and connect with Roland's website and social media.
We made a list of overall objectives:
1.Create a new website with a consistent brand and message.
2.Implement ways to communicate with customers and grow contact list.
3.Reward customers who sign up to the vault. Grow loyal customers with promotions and
specials.
4.Drive customers to the website to view and purchase estate
jewelry.
5.Integrate analytics to monitor progress and goals.
We discussed a series of goals:
- Optimize Roland’s online presence.
- Design a new mobile website.
- Build an e-commerce store to sell estate
pieces.
- Define a digital marketing
strategy.
- Establish an email list of regular customers.
- Grow email list using monthly promotions.
- Promote and reward loyal shoppers.
- Drive people to the online
vault using email and social media campaigns.
Phase One:
1.Create a
mobile website.
2.Implement a
consistent digital brand and presence.
3.Setup &
implement Constant Contact including connecting client social feeds.
4.Generate three marketing campaigns, scheduled to contacts & social posts.
5.Implement one Facebook campaign.
Phase Two:
1.Build
e-commerce site: the Vault.
2.Upload jewelry
inventory & images.
3.Test and
revise site and images.
4.Design
campaign for vault launch.
5.Contacted to
re-do the photos for 30 items.
6.Launch for
Valentine's Day.
•Segment contacts.
•Exclusive launch.
We launch the website inAugust 2017. Thee-commerce site launched this month February
2018.
•December 2017 website peaked at 54%
increase in visits and 157% for page views.
•Email contacts grew from 48 to 200.
•Roland’s email open rate is 38%.
Retail industry-11.84%
•Facebook grew from 1000 to 2251
followers, 2883 likes and growing.
• The vault is launching in time for
Valentine’s Day.
Lessons learned- Digital and social media marketing is not for the faint of heart:
•It’s not a sprint; it’s a marathon.
•Don’t do everything at once.
•Use SMART objectives.
•Calls to action are KPIs.
•Measure the results.
•Optimization opportunities.
•Define modification & changes.
•Use on next campaign.
The e-commerce site, the Vault is open
! It has beautiful one of a kind pieces just in time for Valentine's Day! Check it out and let me know what you think!