After the last blog post I thought this would follow on nicely and show you an example of what I was harping on about!

Here goes:

We have been working closely with i-level retail, part of Merson Group, to create their new website and everyone involved in the project at Brinn and i-level are really happy with the end result.

If you read our last post (If you build it they will come… or will they?!) then you’ll be aware that we believe having a website in itself is pointless and brings no benefits.

However, this newly designed site is part of a much larger project to deliver a marketing plan for i-level retail that will increase new, relevant enquiries coming into their business.

The launch of the new site coincides with 12-month print advertising campaign, Search Engine Optimisation using highly targeted key terms, e-marketing campaigns and attendance at this years Marketing Week Live show, which we worked with i-level to pull-together. All of this online and offline marketing activity is designed to pull traffic towards the website, and therefore increase enquiries coming through the site and into the business.

As well as this, i-level can now take control of their own marketing using Framework. With Framework i-level can:

Easily login anywhere from a link on their website

Use Frameworks powerful content management system to easily edit and add to their site when they want - without any requirement for a web designer

Be more effective with enquiries and build customer relationships using Frameworks CRM system.  This is fully integrated with the site so whenever a new enquiry comes in through a web form it is automatically loaded into the CRM system for i-level staff to start working with.

Keep in-touch with customers or market to new prospects with Frameworks intuitive email marketing system.

Track the progress and effectiveness of all marketing activity in real-time with Frameworks analytics and reporting feature.

So hopefully now you see what I was talking about the other day:

i-level retail now have a website; the right kind of people visit it because of targeted online and offline marketing activity; once there, more visitors will take action and submit an enquiry because it is designed in a way to engage their attention and compel them to take action; once action is taken this information is uploaded into Frameworks CRM system for staff to begin communicating with that prospect; they can set-up email marketing campaigns to target specific groups within the CRM system and i-level now have an analytics system that shows them whether or not our marketing campaigns are actually working!

I’d like to call it joined up thinking but I hate that term!