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A long time client created a brand new product line and created a new company to handle it and future lines of products. So the brief was to create a consumer site for the launch of the new product - an affordable, family oriented land sailor.
This company had previously hosted business to business sites which were focused less on design and more on providing content for clients. So the decision to market and sell their own consumer product directly from their new web sit was a major change of process and frame of reference.
This called for not just designing a web site but promoting it as well. If not one knows about it, no one will see it!
So I initiated not only a web site but worked closely with the client to gather data on the internet marketing strategies necessary not only to find the market but to position the site within the similar but slightly different internet marketing space. From Key Words to site advertising with Google's AdWord program and including some internet Press Release launches.
This basic but effective strategy put the site up in Google's and other search engines high in very short time.
The site design had to focus not so much on the specifications or even the actual price of the product but on the fun the entire family can have sailing it. This was a major shift of reference for the client whose B2B sites had always stressed specifications since they had sold to a highly technical and business audience.
We immediately maxed out the audience which was small to begin with since it is very much a niche market. The site was a great success and performed as hoped.
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