Featured Case Study
Executive Summary
Custom portrait company OilPortraits.com was looking to grow by attracting more clients. As a niche business providing a high-value service, they needed top-notch marketing that matched the luxury of their products.
The combination of a website overhaul – complete with new design and sophisticated analytical software – and a social media campaign showcasing the company's artwork has lead to increased sales and high-profile partnerships.
Client Profile
While the company caters to numerous "art junkies," the business is in a niche and must constantly reach out to find new clients. Because the clientele tends to be in higher economic brackets, the cost of acquisition can be prohibitively high. “The adage that you have to spend money to make money was especially true for our target markets,” said owner Darrell Lynn.
Business Challenge
While the company caters to numerous "art junkies," the business is in a niche and must constantly reach out to find new clients. Because the clientele tends to be in higher economic brackets, the cost of acquisition can be prohibitively high.
Solution
The client engaged Impel.Digital for an overhaul of their online presence. Impel began by redesigning the website, which was original to the company's founding. As part of this, the team installed advanced tracking software which allowed observation of visitor interactions with the site. Based on these observations and data, Impel and the client have been able to evolve the site to improve its effectiveness.
Next, Impel drove immediate results by energizing OilPortraits.com's social media presense. By showcasing beautiful portraits created by the client's artists, and the stories behind them, the social media campaign created content that the audience wanted to interact with. The use of photo contents drew additional attention to OilPortraits.com's social media and website.
This campaign expanded OilPortraits.com's reach by helping to establish partnerships with non-profits such as The Eric Trump Foundation, print publications such as Bella New York, and national organizations such as GLAAD.
Outcomes
Impel.Digital was able to launch a completely redesigned custom e-commerce presence within three months. The new site has shown demonstrably better levels of engagement.
The efforts have recently driven the highest number of full price sales since January 2015. Continued efforts and an expanding network of influential partners promise continued advances.
Conclusion
“Impel.Digital not only built a website and social media community that we could be proud of,” said Darrell Lynn, “but they also gave us the tools we needed to constantly grow and adapt to meet the needs of our clients.”