Kitchens by Wedgewood

Category: Social Media Strategy
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Company Background: Kitchens by Wedgewood began building custom cabinetry in 1984. Wedgewood represents national cabinetry brands in addition to manufacturing their own custom products, with showrooms located throughout Colorado. Designers and engineers work hand-in-hand to take projects from start to finish, and Wedgewood specializes in other redesign elements like granite and quartz countertops, hardware, and organizer components. Wedgewood is committed to producing exceptional products to fit each customer’s unique needs and providing superior customer service along the way.

Strategy: Wedgewood began working with Fruition in October 2009. At the time, the new home building and remodeling industry were feeling the effects of a poor economy. Wedgewood’s traditional media mix included TV commercials and high-end home magazine ads, which were successfully building brand awareness but failing to make the phone ring or generate foot traffic to their showroom. They came to us looking for more effective ways to use their marketing dollars.

Results: Fruition took over Wedgewood’s website management and SEO efforts, getting them to the top of Google search results for less than half the cost of traditional advertising. Social media is an integral component of SEO, and Wedgewood was a natural fit. In order to reach their target audience of affluent homeowners in the Front Range and I-70 corridor, we developed their social media presence on three main platforms: Houzz, Pinterest, and Facebook.

Houzz, a growing player in the social media world, is a site that caters to the home décor industry. Posts offer design and remodeling advice and inspiration to industry professionals, do-it-yourselfers, and anyone interested in home improvements. Wedgewood’s activity on Houzz involves posting photos of their work in several category-specific project portfolios, and as a result, their photos have been bookmarked in 4,767 ideabooks that users create for design inspiration. Additionally, Wedgewood’s Houzz involvement has led to increased qualified traffic to their website. The average Houzz visitor to views over 5 pages on the site, stays for at least 2 minutes, and would not have otherwise learned about the company if not for Houzz.

Pinterest is Wedgewood’s highest referral network after Houzz, with 105 referrals in 198 page views in 2012 compared to 13 referrals in 2011. Facebook referrals to the main page and blog posts are also significant, with an increase of over 20% from 2011 to 2012. Consistent social media involvement and the installation of social plug-ins to allow website visitors to interact with content have increased Kitchens by Wedgewood’s site traffic and have improved their SEO efforts tremendously.

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