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Home Case Studies Xara Group
Xara Group
Case Studies
xara logoXara Group is one of last remaining graphics software companies in the UK. It markets its products to a global market exclusively through the Internet and a small channel network. The business specialises in the production of world leading Graphics and Internet Graphics software.

The Project.


Xara needed to ramp up its Internet marketing activity in order to continue the development of innovative, new products. The company’s products were seen as revolutionary when first launched but had experienced declining popularity over a number of years. Users of the software were becoming disillusioned at the lack of upgrades and poor customer support.

Focus


  • Develop new, interactive web presence for the product range.
  • Increase Search Engine advertising spend with measurable improvements in ROI.
  • Establish Affiliate Scheme
  • Develop and exploit free and low cost sponsorship, inward links, relationship marketing.
  • Develop and Implement Email marketing strategy.

Achievements


  • New website strategy and transaction system commissioned and implemented using in-house resources.
  • Effective Search Engine strategy implemented with highly focused tracking system showing 5 times better return on investment.
  • Implemented two community based websites aimed at building a firmer relationship with Xara Users.
  • Maintained and improved Global PR strategy getting the press more involved with the company.
  • Established an extremely successful Affiliate scheme that now has 6000 participants.
  • Established a “Club” style email newsletter and mailing strategy that allows accurate targeting of specific groups of customers with very relevant information.
  • Created and implemented marketing plans for seven new products.


Results


  • During the course of the project Xara Increased sales and profit margin
  • The company is now perceived as a cult graphics software developer with a large number of loyal and committed users.
  • The company has improved customer support through the use of forums but actually spends less on support personnel.
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