A Strategy for Changing Times
Shutterfly is a Internet-based personal publishing company that enables consumers to share, print and preserve their memories through the medium of photography.
The Challenge
Having experienced a significant amount of success and growth over the last 10 years, Shutterfly
was doing quite well as a burgeoning upstart. However, as the internet began to evolve (Web 2.0) so did their customer base. Typical marketing efforts were still effective, but it was becoming clear that their customers were wanting more than discount offers.
Shutterfly felt the time was ripe to explore new ways of engaging their core audience in order to address their specific needs and ultimately secure them as long-term customers. This is where we stepped in to assist them in attaining this goal.
The Process
Shifting trends and advancements in technology were transforming the way the internet was being utilized. Old methods of promoting products and services were moving away from the “hard sell” to a softer, more customer-centric approach.
We worked closely with Shutterfly’s marketing team to review their current offerings and target audience profiles. In addition, we surveyed their competition to identify potential challenges as well as opportunities. Once we compiled our findings, it became apparent that Shutterfly had a clear opportunity to improve the way they acquired and supported their customers while staying ahead of their competition.
The Results
We developed an overarching strategy that included detailed use case scenarios, a competitive analysis and a comprehensive action plan for developing web-based marketing initiatives.
The strategy was centered around a comprehensive structure that could be applied to specific content-based web projects. The idea was to feature relevant content, tips and creative ideas that would help customers get better results and do more with their photos. Users would visit specific event-based micro sites (i.e. weddings, anniversaries, kids birthdays, etc.) to gather information, learn from others, be creative, begin a dialog with Shutterfly and ultimately buy their products. If executed correctly, this strategy would help increase acquisition, conversion and retention while building brand equity and loyalty.
As a result of our strategy work, Shutterfly has tapped our creative solutions to develop numerous web projects that have been successful in achieving their revenue goals while supporting their customers.