Business Market Research and Consumer Market Research

Ernan Roman Direct Marketing is allied with e-Market Intelligence (e-MI) * to leverage Voice Of The Customer targeting on the internet, supporting our opt-in response programs and multi-touch marketing. e-MI uses Voice Of The Customer (VOC) to provide top organic search engine optimization, streams of qualified customers, and double-digit online sales and targeted sales lead generation.

Wickers Performance Wear, Inc.
www.wickers.com ecommerce website

"In less than a week after e-MI re-launched our site, we achieved more than 600 first-page organic listings on Google, Yahoo! and MSN. We anticipate a very successful Winter 2008 selling season"
— Anthony Mazzenga, CEO

Company: Wickers' ecommerce web site sells quality moisture wicking performance garments and underwear, which the company has been producing since 1981. Its traditional markets have been athletics, sports and military (some of Wickers' garments are flame retardant).

Challenge: Wickers needed to transform its marketing approach to gain more direct-to-consumer sales from its ecommerce web site, rather than through resellers. While awareness of the benefits of moisture wicking is growing, Wickers is competing with larger companies (such as Under Armour) and under pricing pressure from smaller companies. Wickers was paying for Pay-Per-Click advertising, but new sales profit did not cover 50% of the monthly cost.

Action: e-MI produced a Keyword Opportunity (VOC) Analysis that targeted Wickers' best lifestyle and product niches in addition to its product sales, including Athletics, Occupation, Fire Retardant and All Weather. In addition, Voice-Of-The-Customer keyword targeting identified Night Sweats / Hot Flashes as a new healthcare market. e-MI developed keyword architecture that expanded the web site from 100+ to 400+ keyworded pages, integrating organic search engine optimization (SEO) to locate Wickers.com on multiple first pages of major search engines, with pre-identified offers and messages to prompt sales.

TennisTIP, Inc.
www.tennistip.com - sports membership and networking website

"e-MI's Voice Of The Customer keyword SEO strategies really addressed my critical inch, which is sales. We are able to conceptualize, execute and deliver low cost per acquisition prospects on my web site and turn them into customers while at the same time continuing to grow more leads per day."

"I know it sounds like a cliche, but being guided by the Keyword Voice Of The Customer keeps ramping up results and has tripled sales projections for the month of April 2005. I have dropped much of my traditional advertising for SEO marketing. It just made too much business sense not to do it."
- Brian Lutz, President TennisTIP

Company: Tennis Tip provides tennis lessons, court time, partnering, and tennis related networking and events to paying members.

Challenge: TennisTIP had been promoting its website using local cable, print advertisements and radio spots; these were working but cost too much. Membership in spring 2004 was about 600 members, and TennisTIP had targeted a goal of 4,000 members by spring 2005..

Action: TennisTIP wanted high search engine placements, but did not want traffic that did not lead to sales. The first task was to do a Voice Of The Customer keyword analysis to research targeted phrases that Internet users were using to search for tennis services that TennisTIP provided.

We identified and used keywords such as "tennis group clinics", "New York private tennis lessons" and "NYC tennis lessons" -- phrases that produced lower traffic but much less competition for high search engine placements (17,000 a year). In addition, the keyword analysis indicated other ancillary services that TennisTIP could profitably offer such, as "new York tennis partners" and "tennis fitness programs".

Next, we worked with TennisTIP's web producer and rebuilt its website to put the customer first by matching TennisTIP's offers with the keyword features and benefits its prospects were looking for. The website rebuild also included search engine optimizing TennisTIP's new site by inserting the chosen keywords into the site's page addresses, tags and links, so that it would have top keyword relevance for first-page placements on the top search engines.

Results: TennisTIP blew past its spring 2005 goal and achieved over 5,200 paying members. Within three months of its website relaunch, TennisTIP's monthly website traffic tripled and its sign-up rate and revenues increased over 450% relative to the same period the previous year, at one third the ad spend.

During this time, TennisTIP had halted all marketing except its e-marketing program, confirming the cause of the increase. It has now branched out to Florida and California and is developing a "find a partner" service.

* Ernan Roman Direct Marketing is allied with e-Market Intelligence (e-MI), a leader in Voice Of The Customer targeting on the internet, to support opt-in response programs and integrated direct marketing solutions. e-MI uses Voice Of The Customer (VOC) to provide top organic search engine placements, streams of qualified customers, and double-digit online sales and targeted sales lead generation. See 5 Step Voice Of The Customer / Search Engine Optimization Program

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