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Zahm & Nagel Case Study

PROBLEM

For over one hundred years, right from their location in Western New York, Zahm & Nagel has produced high quality, American made products that have set the standard for the beverage industry

As part of a corporate marketing initiative, Zahm & Nagel wanted to update and modernize their entire web presence and leverage all that the digital world had to offer. This meant a total re-design of their outdated corporate and mobile websites, establishing the appropriate social media platforms, building customer portals with logins, and adding product information. The final requirement was to provide product knowledge transfer videos in order to reduce the high volume of international product support calls. Video was seen as the ideal way to communicate both visually and effectively while eliminating the need to provide multi-lingual product support. The final solution would tap into every area of expertise at Netsville.

Executive Details

Compay Name: Zahm & Nagel
Date: May 2018
Website: www.zahmnagel.com

Industry: Beverage

Location: Holland, NY

Company size: 50 employees

Problem:

  • Out of date corporate and mobile website
  • Products not promoted
  • Not e-commerce ready
  • No social media platforms in use
  • No customer logins
  • High global call volumes for product info

Solution:

  • Refreshed entire website (corporate & mobile)
  • E-commerce capability with detailed product info
  • Established social media platforms and content
  • Created customer login capability
  • Created video tutorials

Results:

  • Totally renewed and optimized website & new social media
  • Increased traffic and significantly fewer support calls
  • E-commerce ready

Netsville’s Solution

To comply with Zahm & Nagel requirements obtained during the discovery, process a total re-design of the existing web properties and the development of new digital assets was to be implemented utilizing Netsville’s MarTech based methodology, Internet Property Management (IPM).

Complete Website Redesign

Initially, the corporate website was redesigned and optimized, utilizing a content management system that gave the sites a more modern look and feel. This action simplified the process for future updating and improved the websites functionality on mobile devices with the additional benefit of improving the sites search engine ranking.

Another area of concern involved the addition of significant amounts of detailed product data. Given the complexity of their solution, Zahm & Nagel sought to populate their website with detailed product information to assist in both fulfilling customer information needs and to help prepare for a future e-commerce requirement. Photos, pricing, and descriptions were added to the extensive product catalog helping to simplify the process of product selection and provide some much needed organization.

Detailed Product Data

Another area of concern involved the addition of significant amounts of detailed product data. Given the complexity of their solution, Zahm & Nagel sought to populate their website with detailed product information to assist in both fulfilling customer information needs and to help prepare for a future e-commerce requirement. Photos, pricing, and descriptions were added to the extensive product catalog helping to simplify the process of product selection and provide some much needed organization.

Knowledge Transfer Videos

To address the increasing problem of international product support requests, Zahm & Nagel turned to a video knowledge transfer solution. The complex nature of Zahm & Nagel equipment often times required significant phone support sessions to explain their function or set up. Netsville produced a series of knowledge transfer videos around the complexities of each product that organized, captured and distributed specific product knowledge and made it available for future users. This video made available the knowledge that often times resides in organizational members and much of this type of information is tacit and hard to articulate. The video solution eliminated many of the needs for multilingual product support.

Social Media

Another component of Zahm & Nagel’s IPM solution was to address their lack of a coherent social media presence. After assessing how best to represent and promote Zahm & Nagel product lines, social media platforms were identified and marketing plans were formalized to begin the process. Initially, LinkedIn, Facebook, Twitter and YouTube were identified as ideal solutions. The process of selecting social media platforms entails determining the frequency, type, and content of the various touchpoints associated with each social media platform. Once established, the various effects can be measured, revised and tried again until the correct balance is achieved. The science behind “being found” via social media is evolving and enigmatic. However, our proven repeatable IPM process, that includes iterative marketing techniques, produces better, faster and more cost effective results than traditional marketing techniques.

Results

The processes behind IPM have served Zahm & Nagel well and allowed this global leader in the production of carbonating and quality control products to focus on production, while Netsville delivers a total solution of digital assets that promotes their brand, transfers knowledge, and creates demand for their solutions

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