Fulcrum is the convenience and gas channel marketing specialist serving manufacturers and distributors seeking to access distribution in the Convenience Gas Channel.
The Challenge:
Fulcrum, like many companies, wanted a state of the art website that introduced their company and its offerings. However, more important was to bring what was a traditional publishing based business, at least in part, online. Fulcrum wanted an efficient and cost effective method of communicating with its target audience, one that would enhance and compliment its traditional publishing and marketing business.
The Strategy:
Onroad worked with Fulcrum to understand their unique set of needs. As Fulcrum was itself a marketing and publishing company, our role was to help define how the Internet could be used to leverage and compliment their existing offerings.
Onroad designed and built a website that remained consistent with their branding but made use of current technology and web design.
We worked with Fulcrum to launch ConvenienceCentral.ca, Canada's first online newsletter servicing the convenience gas channel. A combination of web domain and sophisticated email marketing program, Convenience Central allows Fulcrum to market in a cost-effective and dynamic manner directly to their target audience, and directly track the success of their campaign.
Onroad built an additional website for Fulcrum at ConvenienceU.ca promoting a conference to be held in Toronto for convenience gas channel retailers.
The Results:
By building a dynamic and attractive website with multiple components, and by using permission based email marketing to reach their target, Fulcrum has successfully moved a strong traditional marketing business, at least in part, online. They have increased their ability to market to their targets, as well as track their success in a way never before possible.
Fulcrum's web strategy has become an important and complimentary part of their overall business strategy. That is how we measure success.