Case study Internet Marketing: cekom Cologne

Successful Internet Marketing: Eero Aarnio Website

Case study about the aspects of Internet Marketing, search-engine optimization, and Web-site costs in comparison with other media

As of: April 2005

Summary

Internet Marketing with the Eero Aarnio Web site is bringing the client (Adelta) annual turnover increases about 30%. This Web site is the client’s sole advertising measure, except for the client’s visits to important trade fairs. Thanks to this Web site, the client can save money which Adelta would otherwise need to invest in other advertising-related projects.

Prior to the launch of the Aarnio site, Adelta earned 80% of its turnover in Germany. Adelta now earns 80% of its turnover internationally.

Thanks to the strong growth in sales to foreign countries, the economic recession hasn’t adversely affected this client.

In 2004, the increasing French interest in Aarnio objects was met by setting up a French version of the Eero Aarnio homepage. As a result, the requests from France increased by a factor of 10.

Website

Eero Aarnio Plastic Furniture

www.eero-aarnio.com

• Designer furniture by Eero Aarnio: well-known objects like the Ball Chair and Bubble Chair
  
• Worldwide distribution via retailers

The nature of the tasks

• Internet Marketing
  
• Expansion (above all) of the international market
  
• Acquisition of new retailers
  
• Support for the “Aarnio trend”

Concept

• Potential customers find the Web site and learn about the designer objects available there.
  
• The “where to buy” section of the site offers a worldwide list of retailers who sell these products.
  
• The category „Ads and Arts“ shows the ubiquity of Eero Aarnio’s sixties design in today’s advertising.

Implementation: Internet Marketing

• The Web site was conceived to ensure that it will be highly visible to search engines.
  
• Link strategy

Results

• This Web site can readily be found by users who enter all of the important search words.
  
• more than 14,000 visits per month
  
• annual turnover increases between 20 and 30 percent

Except for the Web site, no other marketing measures were conducted during this time period.
This means that the success is largely due to the Web site’s concept, which prioritizes the crucial issue of search-engine optimization.

Client’s statement

“What’s the Internet? – I can see what it is by watching my bank account grow. When it’s done right, an Internet presence is affordable and very successful.”
(Bert Ufermann, Adelta)

Costs of Internet Marketing – A Comparison

• Cost comparison between pay-per-click (Google AdWords) and Internet Marketing via search-engine optimization

For example, to achieve the same number of Web-site visitors with Google AdWords as were achieved thanks to search-engine optimization (e.g. visitors who arrived at the site after having searched with Google), it would be necessary to spend ca. 700 Euros per month. This would mean an additional annual expenditure for the Web site of ca. 8,400 Euros.

These expenditures for AdWords, however, would cover only the traffic from Google. Of the 14,000 monthly visitors to the Aarnio Web site, roughly 5,500 come from Google and another 2,000 come from other search engines. A large percentage of the site’s visitors come via links from other Web sites.

In this comparison, a fundamental concept for search-engine visibility amortizes itself already during the second year. – The necessary monitoring and improvement tasks cost only ca. 20 to 30% of what Adwords would cost.

A basic concept of search engine visibility amortizes already in the second year in this comparison. – The necessary observation and enhancement costs make for 20-30% of the AdWords costs at most.

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