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Ghent: Amazon marketing strategy increases product views + sales

To maximize Amazon sales growth, Ghent knew they needed a single point of contact to manage promotion-management strategies for eCommerce sales. The expert team at Highlands stepped in to produce double-digit increases in sales in just six months.

The Client

Ghent offers a full range of visual communications products including whiteboards, glassboards, mobiles, traditional bulletin boards, and enclosed boards, along with accessories, to personalize, add value, and enhance the customer experience.

The Challenge

With over 50 million monthly visitors, Ghent realized that developing a sales and marketing strategy on Amazon.com had overwhelming potential for incremental sales growth. Without a dedicated team to manage content, pricing, and testing of different promotional strategies, they saw gaps in competitive pricing and targeting strategies that, if filled, could showcase product strengths. 

Knowing the immense value and quality of their products, Ghent realized a new strategy was needed to increase site exposure, decrease costs, and fully realize the immense potential of their eCommerce sales in the visual communications channel.

The Highlands Difference

Highlands’ eCommerce team helped uncover value-added strengths of Ghent’s products over the competition and assisted in developing a plan to drive incremental eCommerce sales growth. 

Highlands recognized the need for product differentiation and focused on analyzing the strengths of Ghent’s product offerings, like the fact that all products are made in the USA, using premium components. By narrowing the search relevance and strategies for their products, Highlands targeted the promotions and advertising strategy to take advantage of Ghent’s competitive strengths. 

The Results

Ghent partnered with Highlands’ eCommerce team to drive incremental sales 
growth. While the company had recently seen a slight drop in eCommerce sales through Amazon, Highlands delivered an outstanding return on investment in the first six months.

With the help of Highlands, Ghent’s sales through July of 2016 had already reached a stunning 94% of the total sales for the entire previous year. 

Optimizing the product descriptions to include targeted strategies, Highlands maximized Amazon.com’s search engine priority system. Once lost among the thousands of product offerings, customers were now able to easily find the high-quality and innovative Visual Communication Products provided by Ghent, leading to significant double-digit sales growth.

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Floortex: Success with dropship program


Upscale vendor finds success with dropship program.

Beginning in 2008, Highlands leveraged relationships with retail leaders to help build Floortex into a category leader. Now averaging multi-million dollar annual sales, this upscale office and home furniture accessories company is a Highlands success story.

The Client

Specializing in the office and home furniture accessory market, Floortex offers an unrivaled range of products to protect and extend the cleanliness and safety of surfaces. From floors to doorways and desktops, they have an extensive range of upscale polycarbonate and PVC and Eco-friendly mats to preserve every surface, both indoor and outdoor.

The Challenge

Looking to break through to other online retailers, Floortex was limited in its relationship with Staples.com. Dealing with them directly proved challenging, especially when trying to build and manage that relationship from Floortex’s overseas headquarters. 

Floortex contacted Highlands for help breaking through and leveraging their relationship with Staples.com, and to build new assortments in other divisions such as Quill and Staples Advantage. 

The Highlands Difference

Highlands stepped in and bridged the relationship between Floortex and Staples.com beginning early in 2008. By already having rapport established with the top retailers, the Highlands representative effortlessly reached out to the right merchants to partner with Floortex.

By tapping into the trusted reputation and solid foundation offered by Highlands’ key account executive for Staples, Floortex was able to add multiple SKUs on site and develop a best practice drop ship service resulting in repeated years of high double digit growth.

The Results

Floortex saw explosive results, and shot to a position as a category leader for quality, upscale chair mats and similar products. Top merchants now look to them for innovative ideas, styles and features that are unparalleled by other vendors.

Starting in 2008 and continuing through 2016, Highlands has continued to expand the offering multiple times per year until Floortex’s full product assortment was well-established as a direct drop ship program with Staples.com.

With help from the expert team at Highlands, Floortex has seen an average sales increase of 40% year over year and now enjoys catalog page visibility and a prominent presence on all Staples affiliated websites.

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Tombow: Powerful social media strategy

Powerful social media strategy brings 10 x brand visibility.

Seeking to increase premium exposure, impressions, and sales, Tombow partnered with Highlands for marketing and promotions during Amazon.com’s Prime Day event. The power of social media in marketing brought higher-than-expected results. 

The Client

As an already-established industry leader in the office supplies and arts and crafts channel, Tombow offers the most innovative and finest adhesives, writing, crafting, and correction tape products on the market today. Bridging the gap between cutting-edge and affordability, Tombow maintains their status for unmatched quality and design.

The Challenge

Already well-established in the market, Tombow wanted a winning strategy for Amazon. com’s Prime Day promotion. With the limits Amazon.com places on product entries and parameters surrounding profit margins, competition is fierce during Prime Day. Only the best of the best are accepted for their Lightning Deals, which provides for a significant promotion for the Prime Day event.
With the opportunity to break more online sales records than Black Friday, Tombow sought the revenue-driving exposure of Prime Day to drive marketing and traffic conversions. Knowing the potential impact, Tombow asked Highlands to step in and leverage all available marketing strategies to make the event a success.

The Highlands Difference

Collaborating with the manufacturer’s sales and marketing teams, Highlands’ strategy included an aggressive promotion, specifically targeting a highly active social media campaign. Building awareness and creating anticipation was a key factor in the promotional planning, and a series of pre-launch buzz was a driving factor for the success.
Maximizing on that momentum, Highlands ramped up the promotion to draw attention during and after the Lightning Deal promotional period. Through targeting the right market and strategizing a hugely effective social media campaign, Highlands helped Tombow reach out and create continued awareness of the Prime Day and Lightning Deal discounts.

“The Tombow and Highlands teams came together to execute an amazing Prime Day event. Not only did we have a very successful Prime Day, we have also enjoyed sustained growth from those activities. I’m extremely proud of everyone’s efforts and collaboration to make our digital strategy such a successful one” Greg DiLaura, Director of Sales

The Results
As Highlands anticipated, leveraging social media proved a success. Tombow sold out of their Lightning Deals within three minutes. Though limited to 500 units by the rules and regulations of Amazon.com, the actual sales dollars did not reach staggering heights. However, the impressions and brand awareness of this event was priceless in driving the brand to the top of the market.
The expertise Highlands has in social media marketing and implementation is unmatched by any other sales and marketing agency. Since this powerful strategy was first implemented in early 2016, the Tombow brand has increased its brand visibility 10x over.

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