Background
Fluidmaster manufacturers and sells a wide range of toilet tank replacement products used by plumbers and do-it-yourselfers (DIY). Fluidmaster PRO is a speciality line of high-performance products catered specifically towards the professional plumber than the DIY audience. Created by professionals for professionals, the PRO Series includes 34 essential and improved toilet replacement products specific to a more experienced, service-focused professional plumber.
Challenges
Fluidmaster's primary customer is the professional plumber and their legacy site did not talk directly to this audience, offer anything of greater value or present them with a level of exclusivity. They were losing the support of this main purchasing audience by not providing this group with a central resource complete with updated product enhancements, discontinued products, new product announcements, revised installation guides, bulk-purchase discounts, etc. Fluidmaster knew that they needed to create a more personalized and unique customer engagement marketing experience targeted at the professional plumber.
Objectives
- Design and develop a catalog-based site specific to the professional plumber
- Establish avenues for professional plumbers to become part of an exclusive PRO Alliance membership group offering this audience discounts, special product pricing, promotions, training opportunities and more
- Make it simple for professional plumbers to locate the products they need and up-to-date installation guides
- Include ways for professional plumbers to ask questions and find where they can purchase products
Solutions
Upon conducting numerous interviews with professional plumbers and researching competitors to find out what marketing strategies these manufacturers were taking to target this audience, Rhythm Interactive took steps to enhance the customer engagement efforts via the following services:
Website Design, Development & Support Services
- Design and development of Fluidmaster PRO site including the incorporated thought-leadership blog
- Coupling of clean and simple site navigation with a robust product-catalog platform
- Development of custom content management system allowing Fluidmaster team to easily make site updates
- Incorporation of forms to allow visitors to ask questions, directly contact Fluidmaster and sign up for the PRO Alliance group
- Website hosting
Social Media Marketing
- To increase brand awareness and generate more engagement with professional plumbers, Rhythm Interactive worked on the design and launch of social platforms including Facebook, Twitter, YouTube and LinkedIn
- Rhythm Interactive developed Fluidmaster PRO's Social Media Guidelines including specific strategies and tactics to grow their network of PRO Alliance members
Search Marketing
- Search Engine Optimization consultation and management
Customization & Implementation of RhythmMail E-marketing Platform
- Dedicated and customized e-marketing campaign platform established for Fluidmaster PRO
- E-marketing consultation, support and best-practices training
- Through their RhythmMail account, Fluidmaster PRO is able to target e-marketing campaigns to professional plumbers and PRO Alliance members, track engagement and pull reports
- Design of e-mail templates
Results
- Within first month after launch, 1,500 professional plumbers signed up to become PRO Alliance members through the site
- SEO keywords are continuously positioning Fluidmaster PRO at the top of organic searches
- Overall traffic to the Fluidmaster PRO site has increased month over month since launch of site
- Social networks have experienced continuous follower growth and extend plumbers another channel to engage with Fluidmaster
- Average e-marketing open rate of 30% with click-throughs at 6.5%
- With the launch of the new site, combined with targeted e-marketing efforts, Fluidmaster PRO subscriber list has grown 339%