Background
Since 1965,ย Bonusprintย has been offering customers the best possible quality and value. One of the world’s largest photo processing companies, they operate out of a modern laboratory in Borehamwood, Hertfordshire.
Not only offering digital photo and film developing, Bonusprint produce a vast range of personalised photo-related products from calendars to canvas prints.
For digital photo printing Bonusprint use the latest digital printing technology to produce the best digital prints possible. They aim to delight their customers with quality, service and value.
The Challenge
As with all photo developing companies, the advent of the digital camera meant Bonusprint had to change their business model to embrace the new digital economy.
The number of people using traditional film processing methods was falling rapidly and it was clear that Bonusprint would need to change their offering in order to continue being a leading player in their field.
Our Approach
Digital Clarity worked with Bonusprint to take a 3-dimensional view of the business as a whole. We looked to see where potential value was for digital print photos.
Digital Clarity works to several goals with its paid search campaigns: to directly generate both quality traffic and sales; to execute tactical campaigns to support new products and promotions; and to lower the cost of acquiring or converting customers.
Results
The campaign commenced initially with Google and now Yahoo and MSN have been added. A Google Ireland campaign has also been launched as a further platform to extend their search distribution. PPC is now an integral part of their online marketing and a core area of Bonusprint building their business.
By optimising the campaign and implementing best search practices, approximately 4,000 keywords are now utilised. Using Tracking and reporting tools Digital Clarity review performance and check patterns daily. In the 6 months up to July 2008 Digital Clarity have helped to generate almost 8,500 transactions.
Reggie James
