Case Studies

SME case study 4 printed from the Technology Means Business web site

Computer experts take up sewing with the help of a TMB Approved Adviser

Focus of study:

Integrating traditional and technology based marketing

Sector:

Leisure

Impact:

National and International

Business Background

Cambridge Analytical specialise in analysing sales data from major companies like Britvic, McVities and the large supermarkets. Their data arrives on paper for data entry or as computer files. This results in a varying amount of data entry work and some quiet periods for staff.

To fill in quiet periods they brainstormed for something that interested them, could have business potential and would use the technology available to them. They came up with cross-stitch kits and a few years ago Cambridge Counting Stitches was born. They got a computer design program and started making kits of Cambridge scenes for tourists.

The Business Opportunity

This created an embryo business that chugged along. It was popular with the tourists but never developed its potential because of the demands of the data analysis work. Frustration with not achieving the potential of the growing number and popularity of the cross-stitch designs led to a discussion with TMB adviser, Peter Cook. We knew he had helped a Birdseed company, so why not a computer consultancy selling cross-stitch kits.

A quick review of the traditional sales and marketing aspects of the business quickly identified two features

	there was limited time and resources available to do traditional sales and marketing activities;
	the strength of the kits was their popularity with tourists. Particularly those that felt a connection with 'Olde Englande'.

This interest from abroad soon led to the conclusion that an internet site with the ability to purchase online was a sensible development to make.

Utilising Information and Communication Technologies

	An initial site was established on some free web space and a suitable domain name was purchased. Because of the type of work done, the business had never needed a credit card merchant account. In order to solve the payment issue simply, the site was installed on a host that included secure credit card transactions as part of the service - they vet the card, take payment, confirm the order to the customer, forward the order to Cambridge Counting Stitches and pay the money (less commission) into a bank account.

	This has led to a regular flow of orders from around the world - North America, Australia, Germany, Belgium and others. There was even an enquiry for an agency in Chile.

Internet Site Sales and Marketing

The initial online marketing activity consisted of simply submitting to the major search engines. This involved looking at the words on the front pages as well as the meta tags in the page code.

Besides putting the web-site and email address on the packs and stationery, this is the limit of our Online marking so far. It is clear that there's more traditional & e-marketing to be done.

So having produced a satisfying flow of orders from around the world, the next challenge is to capitalise on this initial success and to generate a more significant level of business.

Just being on the internet is not enough. It still needs a mixture of sales and marketing activity, both traditional and new technology. The next stage in traditional activity is to try some things that will promote both the 'Olde Englande' name and the internet presence.

The Future

The next stage with online marketing includes:

	a review of the search engine rankings to try and improve the site's visibility
	trying to get on some additional main search engines and directories
	splitting the site into specialist topics - historic buildings, samplers, stained glass, heraldry, teddies - to give these their own identity and submit them separately
	looking for specialist craft sites that will do reciprocal links
	including the products in other online retail sites