To help keep nora top of mind and to supplement regular personal sales contact during a long buying process, Godfrey developed a permission-based marketing program. The program provides relevant content by featuring the latest designs in rubber flooring, new techniques for installations, and performance evaluations. The program reinforces the “inspired design, exceptional performance” branding message.

The centerpiece of the program is an e-newsletter called “Designer’s Notebook”. It provides fresh, relevant information, nature-inspired imagery, and is fully integrated with nora’s trade PR program. The e-newsletter includes links to the website for further product and company information. A built-in administration tool makes it easy for marketing staff to manage lists and outbound emails. Subscribers also receive new product information via dimensional mailings, DVD’s and Flash testimonials.

Utilizing purchased lists and ad inquiries, nora developed an initial list of 1,200 opt-in subscribers. They continued building the subscriber base through prospect lists, direct customer contact, targeted mailers and trade show participation. There are 1,800 subscribers today, and Search Engine Marketing is drawing potential new subscribers to the website an on ongoing basis.

Web traffic has increased 500% and the average length of engagement has increased 400% during the program. Increased demand for product has increased backlog levels.