Featured Client: METTLER TOLEDO

Overview

When METTLER TOLEDO’s new Web Marketing Manager, Melissa Wirrig, was charged with increasing the effectiveness of the company’s North American Internet marketing program, she knew the key to a successful strategy required a solid understanding of her online customer. As a global market leader with over $1 billion in annual sales, METTLER TOLEDO’s extensive array of precision instrument products has everything from scales to balances and spans three major industries: laboratory, industrial and retail.

In order to gain insight into such an incredibly diverse customer base, Wirrig tapped the experts at eMergent Marketing to conduct an extensive research initiative. Drawing on a wealth of experience with Internet marketing and online user behavior, eMergent Marketing created a results-focused approach that provided prioritized recommendations and key findings.

"The team at eMergent Marketing is extremely responsive. They really know the online space and put together a research plan that was just what I needed; the final recommendations were very effective. What eMergent Marketing delivered was great because it supported everything that I wanted my team to consider plus much more… "

Melissa Wirrig
Web Marketing Manager
METTLER TOLEDO

Objectives

Leadership for METTLER TOLEDO’s North American Web site wanted to better understand the online behaviors of their customers. Specific objectives included:

• Identify where customers are going online, what other Web sites are being visited, etc.
• Determine why visitors are coming to METTLER TOLEDO’s Web site
• Evaluate perceived persuasiveness and effectiveness of Web site content
• Learn how customers are using the Web to do their jobs

The Solution

To ensure findings were thorough and actionable, a multi-faceted approach was developed. Activities included:

• Strategy. eMergent Marketing developed the guiding strategy for the project. Key business stakeholders were involved to ensure important customer segments and business goals were well represented.
• On Site Survey. To obtain information from visitors coming the METTLER TOLEDO’s Web site, an on site survey was created and deployed.
• eMail Survey. In order to solicit information from core segments of existing customers, an eMail survey was created and distributed.
• One-on-One Telephone Interviews. A series of one-on-one telephone interviews were conducted with internal sales representatives and existing customers. These interviews provided insight into real-world goals, personality characteristics, and online motivators.

Results

Overall, the response was excellent, representing a full breadth view of the customer and site visitor.

• Numerous opportunities to increase traffic, leads and sales through the MT.com Web site were identified.
• METTLER TOLEDO’s existing customer base demonstrated strong brand recognition and loyalty.
• Target segments were highly engaged and interested in receiving email from METTLER TOLEDO.
• eMergent Marketing compiled and analyzed all of the research conducted and provided detailed recommendations, prioritized by opportunities with the highest impact.

Learn more:

To find out more about this and other client success stories, please contact us or call 216-245-0490. To learn more about METTLER TOLEDO, visit them on the Web at www.mt.com.