small and medium business case studies
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the client - Axon Enterprises
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Axon Enterprises specialize in providing a single source for catering equipment at competitive wholesale prices and with extra benefits. Their aim is to provide individual care and attention combined with the best possible prices to aid their client's business.
Originally a partnership starting out supplying point of sale till systems, in 1979,(having first built up & sold other successful businesses from 1964) and owning a Free House 'hostelry' they expanded into catering equipment distribution in 1983. The limited company was created from the partnership in 1988 (partnership ceasing in 1992). Their staff command a wealth of experience gained in all aspects of the catering industry and are well placed to advise their clients accordingly.
The sales office is located in rural Herefordshire from where they despatch goods nationwide by express carrier services, their own transport or direct from manufacturers via their own transportation networks.
Axon's customer base currently includes other catering distributors for whom they are happy to source and supply equipment. They also supply directly to caterers in the public sector - local authorities, the NHS, police authorities and Ministry of Defense establishments amongst others. They also deal directly with privately owned businesses in the local area, and elsewhere via arrangements forged with national purchasing consortiums.
Axon Enterprises is a driven business that is thriving year on year and we certainly expect that to continue.
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the relationship - trust from the top down
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When we start a project, as with any marketing campaign we expect a certain amount of trepidation from the client as to what results are to be achieved and how reliable they are.
Axon Enterprises weren't any different, but soon the results became overwhelming and they could see the commercial benefit from using our services very quickly. The relationship built and now the monthly reporting is used by the Managing Director at the monthly sales meetings to look at the enquiries and ensure the team follows the trends to maximise the effectiveness of the exposure we afford them.
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the brief
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Axon Enterprises was referred to us by one of our clients Julie Birch, her team had done some initial optimisation of the site and achieved a degree of success.
It became apparent to the developers that this was a task they were not suitably set up to deliver on a consistant basis; they approached Numo and asked if we could take over and increase the value of the Search channel for their client.
The task was to maintain the existing positions and increase the spread of terms in areas that were not as successful but vital to the business' development.
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the solution
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We analysed the terms that the campaign would be structured around and then reported on the existing placement to ensure that the work that Numo achieved would be apparent and a clear ROI demonstrated to the client.
The problem we had was that the market had some competition and a range of terms could be interpretted in a multiple of markets; we worked around the terms that would be most cost effective and simply implemented a variety of tools from navigation changes to link popularity that would be vital to the success of the campign.
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the results
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As mentioned, the results are now providing real business benefit, which is what it is all about. The business is increasing and we have a good range of actual ranking, the most obvious term being 'Industrial Catering' which is place at No 1 in Google UK.
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the testimonial
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Numo's search engine optimisation support has allowed us to confidently approach new clients as well as existing clients with a full solution. This is important to our business because we get excellent support with applications for new business through professional quotations and meetings as Numo is a trusted partner of our business.
We have used their solutions over a period of time and have found them to be professional and provide clear reporting and excellent results. We would recommend a partnership with Numo as we trust them with some of our largest clients.
Julie Birch - The Agency
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CALL 0800 294 2020 now to see how we can make your business a success story.
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