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Services marketing case study: Anderson Camera Repairs

Posted 04 Feb 2020

Services marketing case study: Anderson Camera Repairs

In this services marketing case study we look at what we achieved for Anderson Camera Repairs.

The Sustainable Marketing Services team was engaged to fix an issue with their digital marketing, which had resulted in a fall in rankings, phone calls and sales.

The Brief

Anderson Camera Repairs had previously organised the build of a new website, which resulted in a loss in rankings, phone calls and sales as the website.

The owners, Pam and Neville Anderson, engaged Sustainable Marketing Services to restore their online visibility and get the phones ringing again.

The scope included a new brand positioning, a digital strategy, a web brief, management of the web build, web copy and social media channels.

Marketing Activities at a Glance

Working with an expert Google SEO specialist, we identified that the new website build had severely damaged the rankings and that another website would need to be built.

We organised some quick wins to get the phones calling again while another new website was built: Google Ads and Google My Business.

The strategy for the new website included:

Brand Positioning: Differentiating the brand on their 65 years+ heritage, technical expertise and exceptional customer care. A new tagline was created: “We focus on your camera so you can focus on your shot”.
Digital Strategy: The digital strategy included clear navigation, prioritised key service lines, their 50 year+ relationship with Nikon, online job bookings and had a strong use of photographs to bring the brand story to life
New website: creating a web brief, identifying a suitable web developer and managing the creation of the new Anderson Camera Repairs website.
Marketing communications: creating key messages and content and organising visuals to support the brand story.
Digital channels: Organising citations for Google My Business, recommending the client respond to reviews, and add regular posts to GMB.
SEO setup: The Google SEO specialist undertook the initial SEO for the new website and setup Google Webmaster Tools and Google Analytics.
Social media: Setting up Facebook Business Manager and connecting the Facebook business page and Instagram page.

The Result

The results we achieved with services marketing for Anderson Camera Repairs are discussed below.

Anderson Camera Repairs continues to receive new clients from both the Anderson Camera website and Google My Business, which are the main marketing activities for the business. Many customers make bookings online, and others use the mail order form.

The new website was launched in 2014 and was still performing in December 2022, which is an exceptional return on investment. A new website build is required as the Joomla CMS version is now out-of-date, and the website design needs to be updated to reflect new digital trends.