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Case Studies
La Terrine
THE PROBLEM - LaTerrine is a tableware and fine linens store located in New York City that works with designers in France, Italy and Portugal to bring a distinctive line of products to this market including china, glassware, linens, accessories and home decor. The bridal registry is a key element of the LaTerrine marketing strategy as brides, their families and friends rely on the easy access online for gift selection. With the explosion in social network marketing, online marketing opportunities, and e-commerce, the team at LaTerrine knew that they wanted to take their personal, high quality brand to a new level online. This was going to require keen insights into the target audiences, their usage of online tools, and a fully integrated plan.
THE SOLUTION - The first opportunity with this client was to fully define the users, their comfort with and use of technology, and development of a comprehensive target audience profile. The wedding market includes a number of large portal sites as well as competitors ranging from large retailers to boutiques and distributors. The social networks provide a platform for information sharing as well as insight into the experience, desires, and frustrations of customers and potential customers. A deep-dive analysis provided insights into messaging, marketing activities, and gaps in existing market needs.
THE RESULTS - The LaTerrine online marketing plan included recommendations to address the diversity of audiences, from less tech-savvy generations with high-purchasing power to the young brides who are completely plugged in and rely on mobile apps. The plan sought to have a strong brand presence for each generation, providing information and an experience that would create loyalists and referrals. It provided an easy-to-implement roadmap for the team to implement and manage, inspiring them to embrace this new online marketing model and energizing the fully integrated suite of tactics.
KARIANN WOLF MORRIS
46 Old Stage Road
Ballston Lake NY 12019
p | 518.857.3359