Through a diverse range of strategies, DMW has the expertise to secure measurable results. The following case studies illustrate how DMW dramatically contributed to the respective client’s bottom line.

Goody’s Family Stores

DMW Principal Jack Feuer radically overhauled the gimmick-heavy website for Goody's Family Stores, a chain of 332 apparel stores in the Southeast, to make room for functions designed to increase sales by driving more customers to visit the store.

Background & Goals: In October 2002, Goody’s turned to Jack Feuer to increase website revenue without actually turning the website into an e-commerce site with all the attendant logistical headaches. In order to use the Web to drive more customers to regular Goody’s stores, Feuer designed a program based on the following goals:

• Increased in-store sales.
• Strengthened customer loyalty.
• Collection of actionable data to help refine future promotions.

Strategy: Feuer radically streamlined the complicated Goody’s website and developed an innovative virtual coupon program to bring more people into the store.

• Instead of a content and function-rich site featuring many options, visitors saw one overwhelming primary option – “print out a coupon and take it to the store nearest you.”
• To get a copy of the coupon suitable for printing, visitors had to join Goody's email list. Then every two weeks the customer would get another virtual coupon in their email box.

Results: When the revamped and new virtual coupon program launched, the goal was an ROI "of around 50%." Goody’s was “blown away” by the actual results.

• ROI was over 150%.
• Goody’s generated 68 cents of revenue per email address mailed in its most recent completed coupon campaign.
• Coupon customers spent at least 50% more per total shopping basket than customers not using coupons.

Dice.com

Competing in a field of heavily financed industry giants, this popular technology jobs site turned to us to develop a comprehensive online marketing strategy that would lower costs while dramatically increasing registrations.

Background & Goals: In early 2003, this leading technology job site faced stiff competition from deep-pocketed Monster.com, CareerBuilder.com and Yahoo's Hotjobs.com. Since the main source of seekers had previously been bounty deals with technology content sites, Dice needed a more profitable means to acquire new job seeker applications. Digital Marketing Works designed a program based on the following goals:

• Acquire job seeker registrations for less than $4 including all agency costs (NCPR)
• Acquire over 10,000 registrations per month.

Strategy: Digital Marketing Works researched the marketplace and formulated a digital strategy that focused on targeting job seeker inquires on search and technology oriented websites.

• Paid Search using DMW Optimizer: DMW developed a targeted list of over 6,000 search keywords based on job types and job seeker location. The DMW Optimizer is used to continually improve the results.
• Contextual Marketing: DMW developed a new source of seeker registrations thru Google's content targeting AdSense network and Overture's Content Match™ network.

Results: The results speak for themselves. Dice recognizes that Search Marketing contributes to its business success.

• Reduced NCPR from over $7 to less than $4 in first 5 months.
• Scaled seeker registrations acquired from less than 1,000 to over 15,000 per month during same time period.
• Over 80,000 job seeker registrations have been acquired since program inception.

“The strategy that Digital Marketing Works implemented for us paid quick dividends, changed how we approach digital marketing, and it continues to contribute to our bottom line.” - Scot Melland, Chief Executive Officer, Dice.com

Homestead Hotels

Digital Marketing Works designed and executed a strategy that helped this industry leader acquire new online guests, while simultaneously shifting them over to the highest possible profit channel.

Background & Goals: Homestead Studio Suites is a chain of 132 extended stay hotels owned By The Blackstone Group of NYC. The target market is a business traveler looking to stay more than one week. Digital Marketing Works designed a program based on the following goals:

• Increase chain EBITDA through online marketing
• Exceed ROI hurdle rate of 200%
• Reduce dependence on the third party online channel

Strategy: DMW designed and executed a strategy to acquire new online guests as well as shift guests to the highest profit channel.

• Focus on direct website bookings driven by measurable online media and email. Shift bookings from third parties.
• Paid Search using DMW Optimizer: DMW developed a targeted list of over 3,000 keywords based on hotel destinations. DMW Optimizer continually improves the results.
• Contextual Marketing: DMW deploys a behavioral targeting solution to reach potential guest who were shopping various third-party hotel distribution sites.

Results: The results below are reviewed regularly by the CEO and Board of Directors due to the strategic and financial relevance.

• 20%+ of revenue thru web site in 2003, up from 10% in 2002 and less than 3% in 2001.
• Little inventory was allocated to third party resellers as of January 2003. Selling this inventory directly through web site representing a gain of $170 per hotel booking.
• Digital marketing ROI over 500% since program inception.

“Digital Marketing Works not only improved the effectiveness of our online media buys, but also dramatically increased the revenue we generated from our web site as well.” - Gary A. DeLapp, President & CEO, Homestead Hotels

Contact DMW to learn more about how we can help your bottom line.