The Problem:
This is a text book case on understanding your audience
and monitoring your marketing. We took over the
MasterTailor web site in August 2005 as the owner
Harold Rose felt he should be getting more from
his web site.
At the end of September 2005 we
launched the new site – it
looked fantastic. It had all the right messages,
the offer was brilliant and the new photos brought
it up
to date.
Three weeks later we got a call
from Harold – “It
isn't working!” he said. It was this feedback
that enabled us to revisit the project and find
out why it wasn't working.
We encouraged Harold
to conduct a bit of market
research and ask his customers why they bought
from him.
The results that came back were
surprising. We had built a site that offered Savile
Row quality
tailored
suits from only £450 yet this was turning
customers off!
MasterTailor's customers were
concerned with attention to detail, service
and quality -
the cost wasn't
really an issue to them – in fact, having
your suits made for you sends out a certain
message about you – people
knowing they only cost £450 wasn't the
image his customers were trying to portray.
The Results:
One redesign of the site and a few 'secret tricks'
thrown in for good measure and the results were
staggering.
In March 2006 the new site generated
a 540% increase in enquiries and a 480% increase
in requests for
a fitting when compared to March 2005’s results.
"I
felt that in working with The Factory has been a
positive experience for both companies. We have learnt
an awful lot about marketing our business and they
in turn took time and effort to understand tailoring
and more importantly – who my customers are
and what they want.” – Harold
Rose
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