The ID Band Company | Multi-Channel Marketing for E-commerce

Case Study

There are plenty of marketing opportunities out there for people with e-commerce websites, but what happens when you haven’t got time to pursue them?

The ID Band Company logo

That was the case for medical ID jewellery supplier The ID Band Company, who came to us in 2012 wanting to expand their reach and stand out in a competitive B2C market.

We’ve been working with the company on a wide variety of projects, including email marketing, SEO, PPC and social media.

Review - star rating

The ID Band Company’s engravable alert jewellery, wallet cards and accessories are vital to protect people with chronic conditions and allergies in an emergency. The company has the widest range of medical ID products in the UK and impressive reviews – it was our job to get this message out there.

Medical ID Necklaces
Medical ID Necklaces
wrist bands
Medical ID Wrist Bands
sports wrist bands
Medical ID Sports Bands
kids allergy products
Kids Allergy Range

The Power of Email Marketing

The ID Band Company had a large customer list, but no time to create and send out promotional e-shots or e-newsletters.

To encourage repeat custom and engage with his audience, we began designing and sending monthly emailers tapping into seasonal events like Valentine’s Day and ‘Back to School’.

back to school with medical id

Sales immediately increased and it wasn’t long before we stepped up the creation and sending of e-shots to twice a month.

As well as promotional emails, we have also created e-newsletters for The ID Band Company as a way of engaging audiences with compelling customer stories such as the below.

Id band example mailer    ID jewellery helps family with medical conditions

Relationship Building: Connecting with Charities

Medical ID jewellery is particularly popular for people with conditions like diabetes and also to offer peace of mind for parents of children with allergies.

Anaphylaxis logo

Charities like Anaphylaxis Campaign have support groups around the country and hold many events – perfect for us to promote the importance of medical alert jewellery with leaflets. They also have their own print magazine and send out regular e-newsletters, and the Mitra team were able to secure placement in both of these.

Social Media: An Essential Branding Tool

As the glue that holds everything together, The ID Band Company’s social media platforms are used to promote compelling customer stories and connect with audiences. Twitter and Facebook are a perfect way to engage with groups, display reviews and discuss industry news to increase brand awareness. This has resulted in further referral traffic for The ID Band Company website.

Competitions such as the below have allowed us to connect with schools and sports clubs.

ID Band Competition

PPC Advertising

With customers worldwide, The ID Band Company had several Google AdWords accounts targeting different countries that needed ongoing maintenance and optimisation to improve performance.

The ID Band Company AdWords

The Mitra PPC team developed a creative strategy to stand out in a competitive advertising market. This included unique shopping and text ads to improve performance.

Stronger Together

Using a variety of marketing channels has been key to successfully promoting The ID Band Company. Platforms support each other, allowing us to create a strategic cycle:

  1. SEO – compelling content ensures The ID Band Company are found in organic search.
  2. PPC – optimised ads get individual products in the search results and keep The ID Band Company brand in front of their target audience.
  3. PR – allows us to collaborate with charities and groups securing placement in magazines to expand the company’s reach.
  4. Social media – competitions expand email lists and increase followings, while creative posts enable us to engage with audiences.
  5. Email Marketing – engaging mailer designs capture the USPs of a new products and encourage repeat custom.

The ID Band Company logo

Mitra Marketing have helped us significantly in terms of multi-channel marketing and PR. I would recommend them to any company who want the pressure of marketing taken off their hands.”
Mark Davison, The ID Band Company.

For Mark’s full testimonial, click here.

Multi-channel marketing can be a success for e-commerce websites when integrated effectively.

Whether it’s working with a charity or engaging via social media to expand your reach, make sure golden opportunities aren’t missed – contact us today.

For lifesaving medical alert jewellery to protect yourself or a loved one, visit www.theidbandco.com.

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ID Band Company Logo
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