Computer experts take up sewing with
the help of a TMB Approved Adviser
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Focus of study:
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Integrating traditional and technology
based marketing |
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Sector:
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Leisure |
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Impact:
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National and International |
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| Business Background
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| 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. |
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| 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. |
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| The Business Opportunity |
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| 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. |
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| A quick review of the traditional
sales and marketing aspects of the business quickly identified two
features |
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there was limited time and resources
available to do traditional sales and marketing activities; |
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the strength of the kits was their
popularity with tourists. Particularly those that felt a connection
with 'Olde Englande'. |
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| 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. |
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| Utilising Information and
Communication Technologies |
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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. |
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| 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. |
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| Internet Site Sales and
Marketing |
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| 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. |
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| 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. |
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| 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. |
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| 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. |
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| The Future |
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| The next stage with online
marketing includes: |
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a review of the search engine rankings
to try and improve the site's visibility |
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trying to get on some additional
main search engines and directories |
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splitting the site into specialist
topics - historic buildings, samplers, stained glass, heraldry,
teddies - to give these their own identity and submit them separately |
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looking for specialist craft sites
that will do reciprocal links |
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including the products in other online
retail sites |
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