In 2008, All Source Secure Container USA introduced a new marketing strategy. The company decided to outsource all marketing efforts to NetGain SEO. This case study will examine if this decision was worthwhile; specifically, did NetGain improve the quality of business, drive traffic and produce sales for All Source. To accomplish this several marketing campaigns will be examined; including, the corporate website, product guides, promotional materials and online advertising. An analysis will be performed on the effectiveness of these marketing applications so to determine what worked, what didn’t and what remains for the future.
NetGain SEO Inc. is a marketing services company located in Barrie, Ontario which specializes in web design, search engine optimization, web services, print and graphic design. The company utilizes modern search engine optimization techniques to ensure that each client’s website maintains a global presence, drives traffic and generates revenue. NetGain also offers a complete line of marketing services, such as, the creation and distribution of product catalogues, monthly e-newsletters, product sell sheets, articles, press releases, tradeshow signage and postcard campaigns.
All Source Secure Container Manufacturing is the North American leader of document shredding bins, carts and consoles. The company was erected in 2003 with a strong investment in durable green containers backed by superior customer service; ensuring that customers benefit from quality products with sustainable designs. All Source is the largest supplier of shredding containers and the only manufacturer of formaldehyde free consoles.
All Source selected NetGain to take over its marketing initiatives based on the company’s previous track record. NetGain has developed effective websites and promotional materials for such companies as Busch Systems International, Archive Document Storage and Container Essentials. Each of which were widely successful, as well as, efficiently and tactfully done. For example, in three short months NetGain was able to produce Container Essentials corporate website, downloadable product sell sheets, monthly e-newsletters, promotional flyers and product brochures.
All Source had several competing ideas for the direction of their marketing and how they wanted to project the company. NetGain took these ideas and structured them into a concrete agenda for what would best service the manufacturer.
First on priority list was a revamped corporate website. The goal was to utilize NetGain’s team of highly educated and creative designers, as well as, communication and production experts to develop a site incorporating the unique elements of the company. NetGain produced a website which blended simplistic, modern graphic design and search engine optimization techniques to reach customers effectively and efficiently. The company integrated cutting edge DHTML, PHP, Java and CMS. NetGain also continues to provide ongoing site maintenance, updates and new innovative design strategies. This keeps the site vibrant, fresh and up to date.
The revamped corporate website produced a competitive advantage for All Source, as online media forums remain largely untapped in the shredding industry. Few in the industry bother with website technology, let alone search engine optimization. The website also created quantifiable results for All Source, such as, achieving the top five for all document shredding container related keywords in major search engines. Also, since the websites inception it has garnered over one hundred and fifty thousand unique page views which is nearly double the volume of the original site.
Next on the list of marketing initiatives was the All Source product guide. For this NetGain produced, edited and implemented professional product photos for their entire line (consisting of over twenty secure document containers). The company incorporated the photos into an assortment of information; including, an environmental policy, company history and product specifications. The guide successfully developed a professional identity for All Source.
Following the product guide was the application of monthly e-newsletters and e-advertisements. NetGain compiles the e-mailers from start to finish based on the target specified by All Source; from copy generation to graphic design and distribution. The e-mailers have generated positive results with the exception of the first edition. Initially, All Source being eager to produce e-newsletters, wanted to include all the information compiled over the past six years into one newsletter. This overloaded the viewer with mass amounts of information and proved to be counter-productive. Since the initial newsletter, information is now staggered throughout different publications.
NetGain has also completely rebranded all of the manufacturers marketing assets; including, complex online advertisements, print campaigns, literature, tradeshow signage and product sell sheets. From this NetGain has created more than five times the digital content in less than one year than in the entire history of the company. Each of these marketing assets have worked to improve the quality of All Source’s business. For example, online the advertising campaigns perform at more than triple the CTR and CPM rates, over averages that have given more than two million impressions.
In the future, NetGain plans to delve into television and radio advertising opportunities, as well as, local community building exercises. The ambition is to use other media forums to better position the company as an internationally recognizable brand. For this NetGain will draw on the scheme set into motion by the corporate website and affiliated print publications. This will unify the brand and enable consumers to resonate with it globally.
Overall, NetGain has improved All Sources business. Through the application of various marketing techniques and technologies the company has successfully improved the quality of business, drove traffic and impacted sales. However, the question still remains as to whether NetGain’s effective marketing formula will produce positive results in new media forums. If history is any indication the companies should garner great shared success in future marketing collaborations.
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