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Entrepreneurial Marketing
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- WEEKS 6-9 - PROJECT OR CONTINUE WITH PREVIOUS WORK Thu, 2011-03-31 01:53
- Course admin msgs Fri, 2011-03-25 02:22
- ** NEED YOUR HELP ** Mon, 2011-03-21 21:17
- WEEK 5 - Social media (and webinar tools) Thu, 2011-03-17 18:30
- WEEK 3 - Your enterprise's web presence Wed, 2011-03-16 01:11
WEEK 3 - Make-your-own case study
Go back to: General discussion
Make-your-own-case study: Identify an enterprise with an effective web presence. Post a link and tell why you think it is effective (including the relation to the enterprise's mission and marketing mix, the "first impression" it gives, and the value to repeat visitors) and/orw what you think could be improved.
For my case study I am looking at Jason Gaylor again. One of my graphic design heros.
http://jasongaylor.com/
Even his opening line/mission statement is a little cheeky. I like that. but it is simple and straight forward.
I am Jason Gaylor. These are my designs. I can design something great for you.
It is divided into web, print, logo, and illustration. This simplified approach to a design portfolio it quite attractive to me. My old portfolio had TONS of information. and by tons I mean way too much. Even though I think that is good, the front end should be simplified with the ability to dig deeper. I also like the detail he gives about each of the projects. that is something I havent done yet.
Here is my case study:
https://docs.google.com/document/d/1nwdfcOtxV9RUCzcQ3Luvm6M1G0htBTWTNTYj...
http://www.soulbiographies.com/
My case study is on a man named Nick Askew. His videos are poignant and very meaningful to me. I get emails from him every so often with a new video he has created.
I like them not only because of the content but his videos are portrayed in an unusual manner you wouldnt expect, the music on his video's is him. I just think he is a very talented man and is using his various abilities in interesting ways.
www.lululemon.com
I like the use of real people in their images. They use a lot of "ambassadors" (generally yoga teaches, instructors etc) I feel that it empowers the everyday person and inspires them to get active.
It also follows the mission of the company:
creating components for people to live a longer, healthier, more fun life.
You see real people wearing their clothes, having fun, doing things that are proven to lengthen your lifespan - exercising.
It never over inflates you with information either, they let the images and colours do the talking on the home page.
The rest of the website is well designed. They have only 5 titles each with a drop-down menu for more information on each sub-title, I find it easy to navigate. Therefore each return visit I go someplace I havent been on the website...
The website is definitely designed for repeat usage.
For a case study, I took a look at www.smashwords.com
If you have never heard of this site, or visited it, it's pretty obvious what the site is about on the first look. Two messages on the home page make their mission apparent to buyers and authors of books. Their logo incorporates the message "your ebook. your way." The largest type on the home page says "Discover great ebooks from indie authors and publishers."
The books for sale are visible on the home page; so are the tools that you can use to find a specific title, if you're looking for one, or see a list of best-sellers.
It's reader-friendly, like a Borders bookstore; you can read up to half of a book before paying.
The main weakness is that there is no vetting process for content. Thus some of the books are of very poor quality, despite the fact that they have really attractive covers. You have to spend some time searching through the site, or you have to rely on a recommendation from outside the site to choose a book.
The Renegade Health Show and Store
http://renegadehealth.com/blog/
http://store.renegadehealth.com/
I think this company has a very good and growing web presence. This started out as a video blog and over the last couple years has expanded to a growing business. This website has maintained its overall theme, even though the company has grown and expanded (I think this is a little better than changing the design of the site; keeps a familiarity for return customers). It is welcoming, fun and visitors should immediately know that the mission of the site/company is all about “changing the health of the world one show at a time,” and “renegade health” should come across as health approached from a different angle. Everything is easy to read, easy to find or search, they have a large call-to-action at the top for a free download and multiple ads on the sides for some of the products they carry in the store. They have logos from the different websites, magazines and TV networks they are associated with, links to Facebook page and other social media, ads for their books and programs, etc.
The value to repeat customers is constantly new content in the form of blogs, videos, sale promotions and new products. They also have a forum community for people to talk about health, diet and fitness. I feel like the content on this website is created for the sake of providing good content, not just to help generate a sale. Due to the type of business this is the creators are front and center in everything they produce and sell. They seem honest, down to earth and very relatable which translates to trust, loyalty and admiration from customers.
My case study is www.FitnessMagazine.com. I often visit their site and subscribe to their newsletters about fitness and health.
Their tag line is “Mind, Body + Spirit Fitness”
Their mission statement is: FITNESS Magazine and Fitnessmagazine.com deliver strategies and tools that help women make little changes to achieve big success. With a "You Can Do It" attitude, our workouts, health and beauty advice, diet plans and success stories motivate readers to get strong in mind, body and spirit. FITNESS empowers women to embrace fitness as a lifestyle -- not an age or dress size -- and to change the conversation from "skinny" to "healthy."
Their main page consists of topics/links across the top, such as ‘Workouts’, ‘Healthy Recipes’, “Weight Loss’, ‘Health’ and ‘Beauty’, plus a few more. There are a few more specific links to things such as ‘Find a Gym/Trainer’ and ‘BMI Calculator’. There are icons to connect with Fitness through email and social media at the top.
The site contains anything and everything you could think of when it comes to resources for health and fitness, and even beauty. They not only include articles for workouts and recipes, but also videos demonstrating how to properly execute them, which is something I feel is really important, especially to those who are just starting out. There are also polls, surveys and quizzes which really involve the consumer. You can also sign up for free and get customized work out plans, daily meal plans, and access to even more exercise and food resources. And, as with most websites, there are plenty of opportunities to subscribe to their magazine with a ‘special price’.
For repeat customers, there is always something new to read or watch (and if not new, there is probably tons of stuff you haven’t been able to get through yet!).
As you scroll down the page, there are A LOT of links to various articles, videos and pages. That would be my one complaint. There is so much going on and so many links, you don’t really know where to start and it is pretty overwhelming.