Consider for a moment that you're playing with the idea of transforming your shabby chic kitchen into your dream kitchen. Assuming you're among the majority of American consumers (a whopping 90% of them), your kitchen redesign research begins on the internet.
While national brands are spending millions driving customer awareness (product launch marketing, promotions, campaigns, etc.), potential customers are too often getting lost between the handoff between the brand and the local dealer.
Consider for a moment that the national brand maintained the customer experience for a longer period of time before the handoff. So instead of the below Customer Lifecycle:
The Customer Lifecycle looked more like this:
It is easy to recognize the benefit of the second; however, how is it possible to implement instigate and maintain it?
The Solution: Dealer Microsites
Microsites allow national brands and their dealers/distributors to co-brand their web presence, thereby unifying their message and ultimately generate more sales. Taking a co-branded stance allows the national brand (with their larger budget, greater reach, etc.) to control the design and voice depicted, and also provides the local dealer with the ability to easily customize defined areas of their site to their unique location. Both parties benefit! Not only can co-branded microsites boost overall sales, but they can drastically lower the rate of lost customer conversion AND slash the waste of national and local marketing dollars (thereby boosting overall ROI).
If you haven't yet considered microsites, or you're confused how microsites relate to ad builders, co-op marketing solutions, local internet marketing, product launch marketing, etc. contact us to schedule a free 30-minute demo or simply comment on this post.
Once online you bounce through a number of various manufacturing brand's websites. After you've determined that you want your new kitchen to be accessibly elegant, yet subtly modern, you begin to research style-specific brands. Your favorite brand's websites are bold, engaging and virtually wallet-opening; however, when you go to look for the brand's local dealers, the websites you find (if you find a website at all) aren't exactly on par with the national brands site... your excitement wanes.
You return to your Google search and notice an ad for a Kitchen Aid blender... now THAT you can buy online directly from the brand itself. You figure it will add a little bit of pizzazz to your kitchen (in just 5-7 business days) and you've always wanted one. Presto, done. You feel satisfied... yet, disappointed (meanwhile the local distributor just lost a sale).
What if you'd been able to quickly locate your brand's local dealer's website from the brand's website AND it was co-branded to depict both the national brand's voice that you fell in love with and it carried an air of locality? Perhaps your new Kitchen Aid blender (while lovely and a necessity for any zealous baker's kitchen) would have been put on the backburner.
Why is it that in an age when nearly everything seems to be "location-based, geotargeted, etc." that local websites still seem to be so, well "local" and un-branded? Why are these local sites, more often than not, void of their national brand's professionally and meticulously developed brand image and voice? We all know that a large percentage of sales occur at the local level AND that these local sales are commonly spurred by online inquiries - so why aren't local distributors' websites in-concert with the engaging, sexy and proven images of their national brand?
You return to your Google search and notice an ad for a Kitchen Aid blender... now THAT you can buy online directly from the brand itself. You figure it will add a little bit of pizzazz to your kitchen (in just 5-7 business days) and you've always wanted one. Presto, done. You feel satisfied... yet, disappointed (meanwhile the local distributor just lost a sale).
What if you'd been able to quickly locate your brand's local dealer's website from the brand's website AND it was co-branded to depict both the national brand's voice that you fell in love with and it carried an air of locality? Perhaps your new Kitchen Aid blender (while lovely and a necessity for any zealous baker's kitchen) would have been put on the backburner.
Why is it that in an age when nearly everything seems to be "location-based, geotargeted, etc." that local websites still seem to be so, well "local" and un-branded? Why are these local sites, more often than not, void of their national brand's professionally and meticulously developed brand image and voice? We all know that a large percentage of sales occur at the local level AND that these local sales are commonly spurred by online inquiries - so why aren't local distributors' websites in-concert with the engaging, sexy and proven images of their national brand?
While national brands are spending millions driving customer awareness (product launch marketing, promotions, campaigns, etc.), potential customers are too often getting lost between the handoff between the brand and the local dealer.
Consider for a moment that the national brand maintained the customer experience for a longer period of time before the handoff. So instead of the below Customer Lifecycle:
The Customer Lifecycle looked more like this:
It is easy to recognize the benefit of the second; however, how is it possible to implement instigate and maintain it?
The Solution: Dealer Microsites
Microsites allow national brands and their dealers/distributors to co-brand their web presence, thereby unifying their message and ultimately generate more sales. Taking a co-branded stance allows the national brand (with their larger budget, greater reach, etc.) to control the design and voice depicted, and also provides the local dealer with the ability to easily customize defined areas of their site to their unique location. Both parties benefit! Not only can co-branded microsites boost overall sales, but they can drastically lower the rate of lost customer conversion AND slash the waste of national and local marketing dollars (thereby boosting overall ROI).
If you haven't yet considered microsites, or you're confused how microsites relate to ad builders, co-op marketing solutions, local internet marketing, product launch marketing, etc. contact us to schedule a free 30-minute demo or simply comment on this post.
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