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Danby May 2018 Issue 4 • Volume 1 T H E M A R K E T I N G B U Z Z D A N B Y " K I N G O F S E A R C H " Danby was the “King of Compacts”; now, You may have heard the buzzword “A+ Danby is the “King of Search” – at least Content” being thrown around a lot. While according to Amazon. Since February, Nick there seems to be high demand for P. and Bob L. have been working with Marketing to produce more of it; it’s Amazon, data-mining and optimizing a important to remember that consumers keyword-search strategy to drive more sales. need to find our products first before they The results: we're now generating a 5:1 return can be swayed to buy. That battle is won in on ad spend. Since March, we've driven over search. Something Nick and Bob are now $150,000 in additional sales because of this figuring out in a big way. new strategy. Watch for Danby to continue dominating We mentioned before that Danby is now the compact category, and look for gains in climbing the ranks on Amazon.com. When freezers too. Already, we’re seeing some consumers search “mini fridge”; “small traction with keywords like “freezer”; “chest fridge”; “compact fridge” and variations of freezer” and “deep freezer” on Amazon.com. these keywords, Danby shows up first. Now we see that winning this top spot is helping drive incremental sales. The Marketing Buzz H A Z L O C O R R E C T O I N M E X I C O On short notice, Kristen M. was able to pull together our first trade show in Mexico. Danby shared a booth with El Tio Sam at the HSM Expo at The Double Tree by Hilton in Santa Fe. Feedback from the show was that it went really well and there were a lot of interested hotel buyers.We look forward to doing more trade shows in Mexico as we enter the new market. FYI Haz lo Correcto means Do the Right Thing in Spanish! T I N Y H O U S E S N E E D T I N Y A P P L I A N C E S Another first for Danby was our presence at The Great Tiny House show. This took place in Portland, Oregon. Feedback from this show was positive too! Here’s what Amanda M. had to say: “This was more of a consumer based show and we were able to really understand the needs/wants of consumers with our products. We had a lot of foot traffic, a lot of questions, and a lot of people who were genuinely interested in the Danby brand line. Brochures were made that were an easy hit, however more people wanted something that showed our full product line that they could put in their hands.” Always room to improve. Thanks for the feedback, Amanda! The Marketing Buzz U P C O M I N G T R A D E S H O W S DPI TecHomeX East - May 8-10 MICROFRIDGE Hospitality Choice International - May 1-3 HD Expo - May 2-4 Best Western Regional - May 10-11 National Restaurant Association Show - May 19-22 Best Western Regional - May 31- June 1 Healthcare Argentum - May 14-16 G O I N G O N C E , G O I N G T W I C E … KIXE-TV Channel 9, Northern California’s Public Broadcasting Station (PBS) is hosting their annual Wine and Beer Auction. Tara P. was able to get one of our Danby Kegerators featured at the event. Tune in to PBS Channel 9 on May 3rd, 4th and 5th during Prime Time (7-10:30pm) to watch our Danby Kegerator be auctioned off to the highest bidder. This is great low- cost PR for one of our more popular summer products. KIXE-TV Channel 9 reaches over 500,000 viewers, across 3 channels. Sold! The Marketing Buzz C O N E S T O G A C O L L E G E S C H O O L S U S Last September, Kristen M. reached out to her alma mater to see if some third-year Marketing students would be interested in doing an in-depth research project on Danby. A group of 4 students accepted our offer and with the help of Tara over the course of 8 months (one strike included), pulled together a comprehensive market analysis centered on Danby. Key findings: Bar fridges are purchased more often when a household has more than one person People tend to buy bar fridges later on in adulthood F R E S H Male average age is about 35 Female average age is just below 40 Consumers are buying their fridge in S O C I A L A D S stores Average respondent visited 3-4 websites With the launch of our new Danby Fresh in and 1-2 stores before purchase select Costco stores, our digital marketing Danby is perceived most commonly as specialist Chris H. helped boost awareness being reliable, durable and offering value. with some targeted Facebook ads. The ads reached 15,000+ people and earned 2,000+ If you’d like a copy of the full report, email Likes, Comments, and Shares, for about [email protected] $0.43 per post engagement. Chris also ran a social media ad campaign S A V I N G S O F to help liquidate our Paris Outlet Store. The Paris ad reached 6,000+ people and earned 590 Likes, Comments, and Shares, $ 1 5 K for about $0.25 per Post Engagement. Professional video is not cheap, and we estimate savings of up to $15K since we started shooting product videos in-house. We’re lucky we have talented Chris H. filming and editing these stellar-looking new product videos. Chris recently finished a new video for the Danby 6.2 lbs. Loading Washing Machine! Check it out on Danby’s YouTube channel. Upcoming videos: Silhouette Reserve, Danby Health, and lots more on the way! .
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