Using online to engage and influence the end customer throughout Europe
Can we use our online presence to help support our animal feed sales in European markets? Can you we connect directly with the end customer and influence their purchasing decision?
Deepen market penetration in Europe
For farmers, horse trainers, and even pet owners choosing or switching animal feeds is a considered decision. What those customers read online can influence such decisions and Glanbia recognise that fact. When their Gain Feeds division was looking to deepen its market penetration in Europe the program needed to include a re-think and re-vamp of its online presence. We began helping with this work in early 2013.
Needing a more compelling case for Gain
Gain’s existing, english only, website reflected poorly on the brand. Multilingual copy was only available from pdf downloads. The site was difficult to manage, and, of greatest concern, the site was failing to present a compelling case for choosing Gain products.
A European wide website strategy
We helped Gain develop a European wide website strategy and then we developed the copy, graphics and communications elements to execute this strategy.
Crafting engaging, persuasive messaging
We used workshops and some informal customer interviews to deepen our understanding of Gain’s offering and their customers. Then, based on this understanding, we created all the top level messaging for the website.
One site serving all devices
The new site features a responsive design; it re-configures itself for mobile devices, so that one site serves all users.
One site serving all markets
The website was built on a flexible, easy to use Content Management System, enabling the Gain team to rollout multilingual versions.
Engaging and influencing the end customer
Glanbia now have an online presence to help support animal feed sales in European markets. They can connect directly with the end customer and influence their purchasing decision.