#NOMAM2015
WIN-TRON ELECTRONICS
TARGETS A NEW, DIGITAL BUYER
Copyright © 2015 Single Throw Digital Marketing
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CASE STUDY: WIN-TRON ELECTRONICS 3
Notes:
INTRODUCTION
For over 50 years, Win-Tron Electronics has been a world-leading wholesale
distributor of marine electronics. Serving over 14,000 marine dealerships
across thirty countries, five territories and six continents, Win-Tron is the final
word in wholesale marine electronics.
Adding to Win-Tron’s success is its continued focus on providing its dealers
with sales and installation training, a web development platform that
showcases the complete Win-Tron catalogue of products and advertising
opportunities to elevate dealer brand positioning.
So what does a titan in its category need when it seemingly has everything it
could ever ask for?
More.
More targeting. More visibility. More prospects. More customers.
CASE STUDY: WIN-TRON ELECTRONICS 4
Notes:
CHALLENGE
Despite its time-honored history providing its customers with best-in-class
products and thinking, Win-Tron’s digital customer acquisition model had,
over the years, lagged far behind. More recently, it had become apparent to
Win-Tron that in order to evolve its superlative brand promise, a sweeping
wholesale improvement to its digital strategy would be necessary.
Single Throw would ultimately be charged with developing a digital strategy
sensitive to the nuanced pedigree of Win-Tron’s evolving digital consumer
targets.
Therefore, a deep dive was undertaken to identify the gaps residing between
the Win-Tron brand promise and what should be the corresponding digital
delivery of that pledge.
CASE STUDY: WIN-TRON ELECTRONICS 5
Notes:
CHALLENGE
(Continued)
Once this needs audit was complete, it was quickly revealed that Win-Tron
needed a user experience (UX) derived from dealer analysis. In this way, WinTron would be working in reverse, from the end user backwards, to
determine the most satisfying way dealers consume Win-Tron website
content.
To achieve the ideal dealer UX, Single Throw developed a buyer journey map
that would be:
1. simple; eliminating superfluous steps to fulfilling conversion
progressions, while also remaining;
2. flexible; understanding that no two marine dealers are the same
and thus may seek to complete a desired action a multitude of
different ways.
CASE STUDY: WIN-TRON ELECTRONICS 6
Notes:
CHALLENGE
(Continued)
But even the smartest UX analysis can leave outcomes to chance when
unaccompanied by a strategic search engine optimization (SEO) plan. As a
companion to the best laid UX strategy, Win-Tron’s approach to SEO would
include:

targeted key phrases; or phrases and topics aligned with the
chronological order with which a dealer begins to express buying
intent and;

authoritative website content; or content published that is
both relevant to the marine dealer at pivotal moments in their
buying journey and also provides dealers with a content
experience they assume should be theirs.
With Win-Tron’s new 1-2 punch (UX overhaul and SEO implementation)
digital strategy prepared, Single Throw almost immediately began to enjoy
the fruits of its labor.
CASE STUDY: WIN-TRON ELECTRONICS 7
Notes:
THE PLAN
The ultimate determining factor in grading any digital marketing strategy is
established by whether or not the plan created customers. After all, if the
strategy failed to produce a new channel of qualified leads, or reinforce the
stability and flow of qualified leads, what else could it have been meant to
achieve?
Therefore, Single Throw implemented the following plan on behalf of WinTron Electronics.

Develop UX archetype comprising an aggregate of user
behavior characteristics that uncovers a dealer’s level of
satisfaction with the existing Win-Tron website experience.

Deploy a new Win-Tron website experience in response to
how dealers engaged and consumed Win-Tron website content.

Craft multiple, unobstructed paths to the conversion process
that bridged the gap between buyer assumption and the UX
provided.
CASE STUDY: WIN-TRON ELECTRONICS 8
Notes:
THE PLAN

(Continued)
Conduct extensive journey mapping and phrase research,
and seed phrases among phrase groups assigned to multiple
intent-based buyer personas.

Conduct ongoing research into industry news and trends to
keep up-to-date with current conversations.
CASE STUDY: WIN-TRON ELECTRONICS 9
Notes:
EXECUTION
Single Throw deployed a new Win-Tron Electronics website consisting of a
content footprint derived of empirical findings, not subjective preferences. In
eliminating personal bias as a marketing variable, Win-Tron dramatically
reduced the gap between what the buyer assumes should be their
experience and the one the new Win-Tron website supplied.
By thoughtfully developing a schematic of the buyers’ journeys and
dispersing phrase groups across the chronological events that comprise the
entire buying cycle, Win-Tron’s search engine strategy delivered more than
just garden-variety SEO—it produced a proven sales funnel designed to
create and foster a longitudinal digital revenue channel.
CASE STUDY: WIN-TRON ELECTRONICS 10
Notes:
RESULTS
382%
Total Traffic
Total Traffic
WintronElectronics.com total traffic
rose dramatically by 382% during
the first year of their digital
marketing program.
494%
Organic Traffic
Organic Traffic
Organic traffic coming to
WintronElectronics.com recorded an
even more impressive 494% rise in
the first year.
CASE STUDY: WIN-TRON ELECTRONICS 11
Notes:
RESULTS
30%
(Continued)
On-Site Leads
On-Site Leads
On-site leads increased by nearly
one-third, quarter over quarter,
during the first year of Win-Tron’s
new digital strategy.
CASE STUDY: WIN-TRON ELECTRONICS 12
Notes:
CONCLUSIONS
Win-Tron Electronics had done all that could be expected of it without
properly leveraging the power of a digital marketplace. In its over 50 years of
operating history, Win-Tron had prominently perched itself atop its industry
and established itself as the quintessential opinion leader in the marine
electronics distribution category.
Not so ironically, it was this pioneering and progressive spirit that bore the
Win-Tron brand 53 years ago, that ultimately led to its partnership with
Single Throw. Together, Win-Tron and Single Throw reinforced the brand’s
share of the market by developing and deploying a digital marketing
strategy impervious to fleeting trends and marketing fads.
Today, Win-Tron’s brand promise is intact because it maintains a surgical
focus on the only metric that really matters—customer acquisition.
Want to gain more insight into your digital marketing
strategy?
Feel free to talk to someone about Single Throw’s
services, solutions and offerings at singlethrow.com.