Forlady is one of the leading
kitchen manufacturers in Spain. They cover the marketplace in
Portugal, Cape Verde, and Chile . Overview Our client built a simple website in 1999 created with the objective of having presence on the web. However, as the company was expanding in the global market, they realized that they needed a complex digital strategy to be able to manage marketing campaigns, display their product lines, and manage their distribution system. Objectives When our customer came to AddReal in 2004, they had no marketing strategy or a website with the ability to generate business or sales. They had very clear objectives about what they needed in order to take leadership in the evolving digital world. Some of their concerns where about making their global business strategy compatible with their digital business strategy, increasing brand awareness, using their web as a digital catalog, and having a customized distributor management system. Solution We worked with our client to understand the current distribution system, business strategy, target customers, short and long-term objectives, as well as realizing a kitchen global marketplace analysis. AddReal then structured the advantages and disadvantages of the general system and business strategy. Our business strategists formulated a revolutionary business strategy and a winning campaign, realized exhausting tests to locate the loopholes in the process, and came up with a global enterprise dashboard. AddReal also created a marketing strategy which was later expanded through the entire company. Some of the most representative marketing strategies were to create a brand new website where our customer could manage its product line and easily upload images and descriptions, provide recent news of the company, promote its distributor list, offer downloadable catalogs and use a complex intranet system to work with its distributors in an effective, simple and friendly way. Our Web team worked on a customized SEO and marketing campaign to assure the leadership of the company in their digital marketplace. Our design team developed SEO-friendly animated banners, coordinated the entire photo shoot with a Spanish-product photography provider, and organized the selection of pictures around the website. Business Strategy Analytics In 2009, AddReal initiated a complex analytics campaign with the help of advanced systems in order to retrieve usable data and specific information about the business strategy and results obtained. Subsequently, we processed the information and created customized reports. Therefore, our company reformulated a dashboard containing the experience gained in the first campaign, collected functional data about the evolution of the industry and the role of our client, and readjusting the new company's marketing goals. AddReal and the client had a complete map and a clear vision to undertake an improvement campaign. The main goals were to guarantee the leadership and the brand position in the market, redesign strategic products, and improve the general corporate image and customer service by increasing contained information and navigable structure among others.  Results - After the first year of launching the business strategy, our client has reported an increase in efficiency in its human resources by 36 percent, while using its additional resources on expanding strategies proposed by AddReal. - The overall organic search traffic has increased more than 450 percent in the first six months, while daily traffic has increased 80 percent in the first two months. - The interactivity rate with customers and distributors is more than three times higher. Consequently, overall sales after the first year have increased 24 percent. - The new corporate image has been well received by the distribution network and six network members requested AddReal to work on their local digital strategies.   |
