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Case Study

Creating a Brand Identity, Implementing a Search Engine Marketing Campaign and an Affiliate Marketing Program

Our team helped DVD Avenue develop a powerful web presence and Internet marketing plan for penetrating a new online industry.

The Challenge

DVD Avenue approached WebMetro with only a desire to penetrate a new growing online industry, online DVD rentals. WebMetro had to help determine the best possible way to penetrate the market that was dominated by a few firms. Obviously, since the business would be a pure-play (absent of a brick-and-mortar storefront) the website was a critical component to the business. When WebMetro was contacted the name DVD Avenue had not yet even been selected.

The start up company needed a firm that could help select a name, develop a brand identity, create a powerful web presence, locate and integrate accounting and inventory management solutions as well as develop an interactive marketing plan to attract members.

The Solution

The first step was to create a brand identity for DVD Avenue. We researched the industry, consulted with the shareholders and began the process of creating an identity that would be conducive to success in the online DVD rental business. The result can be found at www.dvdavenue.com. Once the logos, and graphics for the site were created the attention was turned to the functionality of the website. The site was completed on time and ready for a Thanksgiving launch. It was important to have the site launched in time for the Holidays. The site was live and getting immediate attention. Their press release was picked up by Yahoo, Hoovers, and CNN just to name a few. An instant buzz was generated.

Now it was time to attract paying subscribers. The industry was new, so the search engines would not be able to provide enough exposure to meet our membership goals. A moderate search engine marketing campaign was implemented however, to take advantage of the tremendous conversions that are normally achieved through that venue. This situation was no different, the search engine marketing resulted in acquisition cost half of that what we had targeted. To meet the aggressive goals set forth we implemented an affiliate program that caught on very quickly; within a month we had over 1,500 sites promoting DVD Avenue on a CPA basis. Our affiliates generate millions of impressions for our site every month.

One of the main reasons for the success of the Internet promotional campaign that was implemented was the unbelievable conversion ratio (visitors-to-customers) the site was achieving. The conversions (as high as 7 times the industry average) are largely attributed to the design and navigation that was developed. Users are having no trouble navigating through the site to find the information they desire. DVD Avenue is now one of the top Online DVD rental destinations and was recognized by MSN as one of the top three DVD rental locations.

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