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Brief
Bring Life to the Table. That is exactly what NetElixir did for Oneida. In 2009, NetElixir was assigned the task of managing the search advertising and price comparison engine campaigns for Oneida, a reputed flatware and dinnerware company. Oneida is a trusted household name and a popular gifting idea for department store patrons. Although selling Oneida-ware through Macy’s and JCPenney stores and websites is an integral part of Oneida’s marketing strategy, direct sales through its own ecommerce website on www.oneida.com was equally important, if not more.
Strategy
NetElixir quickly recognized that Oneida needs a more brand-focused and revenue-driven Search Advertising strategy to increase direct online sales via www.oneida.com. Aligning with Oneida’s objective to increase revenue while keeping costs down, NetElixir built out a stronger account structure with highly-targeted keywords and custom ad copy. NetElixir resolved to tapping into Twitter data and social conversations related to Oneida at the category, brand and market level to create a keyword expansion strategy. NetElixir approached Oneida’s challenges in a planned manner whilst also keeping room for flexibility in strategy.
Execution
First, NetElixir employed its proprietary Twitter Buzz Analytics technology to enable new search advertising campaigns to be activated timely for Oneida. This integral part of LXRRetail, NetElixir’s customer acquisition management and optimization technology platform, allowed the easy integration of keywords extracted from Twitter with Oneida’s campaigns.
Second, NetElixir introduced a series of guerilla campaigns to target customers’ weekend spending during the holiday season. Knowing that most major department stores are not actively managing search advertising bids over the weekend, NetElixir leveraged its full-cycle, 24/7/365 campaign management services to strategically optimize weekend bids and enhance search ad positions.
Results
As of today, fourteen months after, NetElixir has helped boost Oneida.com’s online sales by 28% while maintaining the same budget level as that of the previous year. The company delivered similar success with Comparison Shopping Engines marketing, doubling revenue over cost within the same period of time.
The initial challenges propelled NetElixir to develop a customized strategy for Oneida, which was able to drive more traffic to Oneida’s own storefront website through the integration of social media with Oneida’s campaigns. This also resulted in Oneida acquiring new customers, despite “competition” from department stores. Similarly, NetElixir’s guerilla strategy increased impressions, clicks and ad exposure for Oneida on the weekends. This brought great success for Oneida over the Thanksgiving and Christmas holidays.
“I chose NetElixir for their holistic approach to Search Engine Marketing. NetElixir took the time and effort to get to know everything they could about our company, our customers and past marketing efforts to use that as a base to help grow our business. Also, NetElixir brought a much disciplined approach to the analysis and reporting side of our campaigns that I did not see from other companies. Nothing ever falls through the cracks as I know I have a team dedicated to my account.”
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