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Five Tactics to Turn a Stagnant Web Site into a Starbucks Experience

Posted by TimSlavin at March 6, 2006

"The one place these engineers are increasingly NOT ending up is at the industry trade shows. "They're not getting on the plane anymore because they get all their information on the Web. We've dropped out of every trade show we ever did."

However, Web-surfing engineers still adored getting Nook's print catalogs which are famous for unusually clean design. "Engineers are kind of packrats. They like to have their catalog sitting on their shelf behind their desk."

While it's wonderful when your market likes your catalog, Nook winced at increasing costs. "It's $5 a copy and before you're finished it's like $10 for the whole package. It's not cheap."

He wondered, could he turn the company's "stagnant" web site into such a "Starbucks experience for engineers" that they would be willing to forgo their love of print catalogs for the interactive experience?"

Another great case study from Marketing Sherpa. The included samples are even better. They prove you don't need flashy design to succeed online, especially if your audience does not expect it. NOTE: This content is free until March 8, 2006 or so, and costs a small amount after that date.