Just Add Ice Orchids are grown and supplied by Green Circle Growers and Mid-American Growers, two of the largest greenhouse operations in the Midwest. Both companies are committed to introducing fresh new ideas to the market place while utilizing production methods that are efficient and environmentally conscious. Just Add Ice Orchids are distributed nationally through big box retail stores, grocery stores, and home improvement stores.
Challenge: Increased Reach, Brand-Building, Consumer Behavior Research
One of the biggest challenges Just Add Ice faced was communicating that orchids are easy to care for and overcoming the perception that orchids are a specialty item. This needed to be communicated directly to the consumer and also through the distribution network.
Solution: Brand Development, Website Redesign, Inbound Marketing Strategy
One of the first things Kuno Creative did was redesign the Just Add Ice website using Hubspot's Inbound Marketing software. The website focused on integrating the product into the consumer’s lifestyle with helpful advice on orchid care through interactive forums, a blog and instructional videos. Through the website and social media, Just Add Ice was able to learn about their audience and fine tune market segmentation and offers based on their audience demographics.
Results: Significant Improvement in Traffic, Lead Conversions, and Reach
- Website traffic increased 400%
- 7000 landing page conversions with a 51.8% average conversion rate on 6 landing pages
- 700 blog subscribers
- Email Distribution list up 17,000
- Facebook promotion - 4000 fans in the first 3 months
By improving the traffic and reach for Just Add Ice, the results created brand awareness. And by engaging the fans and followers, the results have strengthened brand loyalty.
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