Posted by: todd on March 07, 2005 @ 6:29:40 am
www.mackie.com
Brand Bio: Mackie is known worldwide as a leading developer and marketer of high-quality, affordable professional audio systems. Mackie products can be found in professional and project recording studios, video and broadcast suites, post production facilities, sound reinforcement applications including churches and nightclubs, retail locations, and on major musical tours.
Process/Challenge: The Mackie site currently offers the following services that I manage with my team:
- Individual product information
- Brand news, artist profiles and user stories
- Dealer Locator tool
- Customer Service � resources, contact avenues, user forums
- Product Registration
- Software Distribution and Licensing
- Art direction and design � Web: I first arrived at LOUD Technologies as a Web Designer, but I was quickly promoted to Manager - Web Services/Electronic Marketing. Since then, in addition to working with the in-house art and design team, I design individual graphics as well as graphical interfaces for the website, CD-Roms and even software installation programs.
- Art direction and design - Print: I've conceptualized and created physical product packaging for retail placement for several software and hardware products. I can clearly identify how to get a job done effectively and on time, whether I perform the duties myself, assign them to a member of my team, or by outsourcing the project.
- Photography: By researching and purchasing photography studio equipment including digital cameras and lighting accessories, we are actively saving over $100,000 a year in photography costs.
Results: Through the efforts of my team we have significantly increased the amount of content, boosted site traffic by 100% and achieved higher than average statistics on e-mail campaigns.
For example, one targeted effort (website data collection of pre qualified leads, to e-mail marketing directing to an online video demo) received a 70% open rate (OpR) and a 40% click through rate (CTR), compared to industry averages of 30% OpR and 1.2% CTR.
