Overview: "Nuts on Clark" is a Chicago icon known for their gourmet popcorn and nuts - they've even been named by Saveur magazine as having the best carmelcorn in the country. With seven brick and mortar locations and gift baskets shipped nationwide, it was time for "Nuts on Clark" to step up their online game. Known to Chicagoans as the best place in or out of town to buy gourmet popcorn, nuts, and other delicious treats, the "Nuts on Clark" headquarters is just down the street from Wrigley Field and is a tourist destination in its own right (just search Flickr or Google images to see the hundreds of people that have taken pictures of themselves underneath the iconic "Nuts on Clark" sign.
Challenge: Our challenge was to dramatically increase online sales and to substantially build brand awareness by offering the fresh flavor of Nut's on Clark Popcorn to the nation.
Solutions: First things first. Get the website right. Building brand awareness and increasing sales meant communicating the Nuts on Clark story and making the online buying process as simple and enjoyable as a bag of their delicious gourmet popcorn. The new website launched in early June of 2009 and now provides every visitor with an experience that reflects the brand's rich history. Take a look.
With the conversion power of this new, more user-friendly website we now had to get in front of the thousands of people searching daily for gourmet popcorn, corporate gifts and personal gifts. Our Interactive and Online Marketing team mapped out and began a 12 month online marketing campaign specifically focusing on the organic results in major search engines. Our main goal is getting nutsonclark.com to page#1 of Google, which has over 75% of the search engine market share. After researching the industry, competitors and user trends we choose over 50 heavily searched key phrases in the popcorn industry including "buy popcorn online" and "gourmet cheese popcorn". Our bottom line is to get "Nuts on Clark" to page #1 for these popular and highly competitive keywords.
Results: In just the first two months the new, usable and powerfully branded website has experienced enormous success. Our organic search engine optimization process has driven massive amounts of traffic to nutsonclark.com, and as the site continues to climb to page #1 for more popular and competitive keywords, traffic and conversions will continue to rise, making "Nuts on Clark" not simply a source of pride for Chicagoans, but a national icon.
