Over the summer, the staff here at Dearlove.ca participated in a multi-level visioning exercise to develop a new strategic direction for the site. Faced with steadily declining site visits and page views, it became clear that the site is no longer keeping pace with the needs of the on-line public.
Following extensive discussions with key stakeholders, on-line surveys, and focus group testing, the team concluded that the Dearlove.ca brand lacked a clear identity. The tag line “Musings on music and family life” was too generic, and led to consumer confusion and ambivalence.
This finding was supported by a third-party analysis of the site metrics. Stories about family outings and personal anecdotes scored in the first quartile, while posts about cars without rims and awful album covers drew readers across the geographic and demographic spectrum.
Having internalized this new customer-centric approach, the site will undergo a comprehensive brand refurbishment. Featuring weekly “rims of the week” and stories about the socio-economic impact of rims and rim-related activities, the site is poised to rapidly build reader share in the lucrative on-line auto accessory market. Brand awareness will be elevated by leveraging social media platforms including Twitter, Facebook, iLike, Digg, LinkedIn, Orkut, StumbleUpon, Yelp, Bebo, Plurk, Jaiko, and others.
This new direction will be complemented with an increased commitment to adult content. In recent months, page visits to the adult section of the site have risen considerably, and the introduction of a pay-per-view module will offset the costs of site redevelopment. Other costs will be covered by the introduction of advertising from site sponsors.
This is an exciting time at Dearlove.ca, and we look forward to meeting your after-market auto accessory needs.
Rim of the Week
The Incubus IA 395 RWD is a great choice for soccer moms and gang bangers alike. With contemporary styling and proven performance, this rim will set you and your ride apart from the pack.