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Objectives
Bennett Watt Entertainment develops high-definition video programming. Its products are distributed as off-the-shelf videos and DVDs targeted at the consumer, education and sports enthusiast markets, and as high-definition stock footage online targeted at newscasters and professional advertising and broadcasting producers. With all of its products distributed through a single online shopping cart, visitors found the site hard to navigate and the company’s value proposition and marketing message unclear. The company needed to leverage the Internet fully to market its products and generate sales.
Our Strategy & Approach
InfoAdvantage designs a strategy to create a compelling marketing wrapper around a functional but uninviting shopping cart which is a key part of the company’s online order fulfillment. We:
- Pinpointed the company’s value proposition and developed messaging for each of the company’s target audience and customer groups.
- Created four separate branding sites to facilitate targeted marketing for each of the product lines. To enhance the company’s branding, these distinctive sites are visually integrated with a coherent brand and similar navigational structures.
- Designed an overarching navigational system to allow visitors to easily access the shopping cart to purchase products, and to move from one product line to another.
- Updated the look-and-feel and navigation of the shopping cart to enhance the feel of seamless integration.
Outcome
Bennett-Watt relaunched its Internet presence with a coherent message and integrated brand, and powerful online marketing tools to generate qualified sales leads.
Web: www.bennett-watt.com
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