Lyris, Inc. | 5858 Horton Street, Suite 270 | Emeryville CA 94608 USA | www. 7 d a 6 b.com Toll free 800.768.2929 | International calls 510.844.1600 | Fax 510.844.1598 Customer support 888.LYRIS.CS (597.4727) or 571.730.5259 Join conversations and make connections at LyrisHQ.com, Twitter, Facebook and LinkedIn! Char-Broil Fires Up Online Marketing with Lyris CUSTOMER PROFILE Our email marketing e%%orts are critical in driving interest in Char-Broil and our products.
With Lyris, we are looking to leverage Char-Broil 9s sizzleonthegrill.com newsletter to reach our existing customer base and personalize in%orma- tion and o%%ers based on the specifc interests o% our grilling enthusiasts. c c ABOUT: Founded in 1948, Char-Broil® is America 9s oldest and largest gas grill brand. In an e\x2ort to #oster communication with Char-Broil consumers and help inspire creative use o# Char-Broil grills, smokers, oil-less turkey #ryers, outdoor freplaces and accessories, the company launched Sizzle on the Grill in the #all o# 2006.
Sizzle on the Grill is a blog and monthly newsletter containing recipes, outdoor cooking tips and other in#ormation to help consumers #ully enjoy their Char-Broil products. BUsiness ChAllenge: Tough the company was sending out newsletters on a monthly basis, there was no #ormal way o# analyzing customer ... more. less.
interaction with the content. Tey needed a robust Web analytics solution that could enable them to better understand how visitors to charbroil.com and existing customers clicking through to sizzleonthegrill.com were interacting with these Web destinations.<br><br> In addition, the company also recently launched an e-commerce portion o# their Web site, allowing customers to directly order grills and other products #rom the company. Char-Broil was looking #or a solution that could also scale to handle their email marketing needs, including sending transactional emails based on sales. sOlUTiOn: A#ter an evaluation o# online marketing solutions, Char-Broil selected Lyris HQ because o# its ability to provide all the tools and #unctionality they needed to meet their Web analytics challenges.<br><br> Te company also saw the value o# an integrated online marketing suite that could meet expanded needs and goals in the #uture. lyris hQ BenefiTs: With Lyris HQ, Char-Broil is able to: " crack and analyze how visitors are interacting with charbroil.com and sizzleonthegrill.com and personalize in#ormation to them accordingly; " Better segment customer lists #or #uture promotions and o\x2erings; " Send targeted coupons and specials; " Market their universal grill replacement parts to non-Char-Broil users that visit sizzleonthegrill.com; and " Increase overall awareness o# their sizzleonthegrill.com campaign and consumer resources. lyris hQ OppOrTUniTies: With Lyris HQ, Char-Broil has the opportunity to integrate all o# its disparate online marketing #unctions and tools to ease administration and maximize results.<br><br> Currently, the company is using a number o# online marketing tools, which they expect to migrate over to Lyris HQ in the coming months. In addition, the company plans to utilize the rich customer analysis created with Lyris HQ Web analytics to both cross-sell and up-sell additional grilling and barbeque tools based on customers 9 specifc areas o# interest and past products purchased. Lastly, Char-Broil plans to manage transactional emails stemming #rom online charbroil.com purchases using Lyris HQ Email Marketing, as well as increase the volume o# newsletters and emails sent to customers.<br><br> Rob Schwing Senior Director o% Brand Marketing Char-Broil, LLC