CASE STUDY: ERW LIGHTING + CONTROLS
Design Aesthetics and Industrial LightingFull-service Digital Marketing Support
The client:
ERW LIGHTING + CONTROLS
Navigating brand awareness and lead generation in commercial lighting in Seattle, WA.
The Challenge:
- To connect the client with their target audiences in an environment of fierce competition.
- To design digital marketing strategies fit for an industry with a complicated purchase process.
- To direct all marketing efforts towards generating strong relationships between the client and their audience.
- To support their sales team with marketing material to book more sales calls.
The Approach:
- A comprehensive competitor and audience analysis.
- Website development and optimization with a sophisticated line card (product catalog) design.
- Focus on brand awareness to highlight the client’s company culture and their expertise.
- More personalized, consistent email marketing newsletters to stay top of mind in a crucial B2B channel.
- Social media strategy featuring creative, value-add content.
- Creative product marketing centered on leveraging the strengths of the client’s team and culture, rather than just the product itself.
- An agile approach with multiple pivots over the years, designed to adapt to the fluctuating needs of their audiences.
Services:
- Competitor analysis
- Digital marketing strategy build-out
- Strategy execution
- Website design, development, and maintenance
- Email marketing
- Social media management
- Design of marketing materials (invites, leaflets, cards, customer surveys)
- Content creation training + support
Links:
The Results:
- Significant monthly savings resulting from the new, more efficient website design.
- Repositioning from the 5th to the 2nd place amongst competitors in social media rankings.
- A 200%+ increase in the attendance of ERW-organized events.
- Stronger, more active relationships with their clients and manufacturers.
- LinkedIn audience growth of 115% and Instagram growth of 34% in 1.5 years.
- Clear, consistent branding across all platforms reinforced ERW’s expertise and increased client engagement.
- Increased engagement with email newsletters, including an 8.8% increase in opens. Click rates increased from an average of 1.47% to 4.15% in less than 6 months (+2.72%).
- Improved reputation among manufacturers and a solid base for new manufacturer relationships with the help of their website’s interactive line card.
- Website sessions have increased by 235% since we updated the website.
I believe there is a tremendous challenge in taking on the decision to choose a digital marketing firm that will ultimately understand and represent our company’s culture, actionize a digital marketing strategy, and ultimately represent revenue in digital marketing services.
Dave and the Colibrily team listened and learned about our industry, our values, and our goals. We have worked together to develop a strategy that continues to gain success and develop support from not just our customer base, but our industry. If Dave were running for president I would vote for him.
