David Hickmet came to Claudia Watson Marketing in 2015 to help bring his families’ antique dealership business, Hickmet Fine Arts, into the 21st century. After 80 years (and three generations of Hickmets!) in business, they had found their brand was not representative of the company. They also had an ageing client base so needed help to reach a new and younger audience, to be their next generation of clients.
We started the project with a full assessment of the business, its marketing and brand positioning, and created a plan to bring this into line with the key stakeholder’s aspirations.
The plan went a little like this…
The first stage of the project was to refresh the Hickmet Fine Arts brand. The team wanted their branding to have an Art Deco vibe, as this suited many of their pieces and passions. We decided their branding and assets also needed to convey their expertise and approachable nature, with messaging that invites people to reach out and ask questions, so the Hickmet team could build a relationship with a new audience.
A big part of the project was the redesign of the logo and eCommerce website. The logo was designed by my design partner and signed off, before being applied to all the assets, such as social media pages, business cards, and event materials.
We then created a thorough website plan to ensure the redesigned eCommerce website fulfilled all the aims, including; having a more modern feel with movement on key pages, providing a platform to share their expertise (the blog), improving social media integration (with share buttons and links to profiles), having the ability to host videos on pages of pieces, including more prominent positioning of trust building factors (testimonials), and driving visitors to sign up to the newsletter.
We also improved the search function and made the website using WordPress and WooCommerce, which made it much more flexible and easier to update.
As their eCommerce website is large, with hundreds of antiques for sale, we enlisted the help of our SEO partner to do a thorough review and much of the on-site SEO work. It would be fairly dull to give you all the details here, so get in touch if you’d like to know the ins and outs of it!
Building the site with WordPress allowed us to use Yoast SEO, an SEO diagnostics tool that helps you ensure all new pages, posts, and pieces added to the site are correctly tuned for maximum search engine
advantage. We taught Hickmet employees how to use Yoast and provided a best practice SEO guide for them to follow when creating assets for the website, such as images, to help boost SEO going forward.
As you can see from the analytics to the right, which show 5-month traffic reports with the old website above and new below, the new website is achieving consistently higher traffic, with visitors viewing more pages and spending more time on the website.
Next we plan to link up the website with Google Shopping to drive even more targeted traffic to the business.
Hickmet Fine Arts retained Claudia Watson Marketing to manage their online marketing activities. Below is a little sneak peak into what we do for them…
The Hickmet team are passionate about sharing their expertise in antiques with interested members of the public. To do this we utilise their blog, where we co-write inciteful pieces about the artists and styles they specialise in, along with reports of the antique fairs they exhibit at.
We then utilise their Facebook, Twitter, Pinterest, LinkedIn, Google+ and YouTube pages to share the posts. As well as sharing them with communities, groups and forums where their target market resides, we connect with bodies mentioned in the articles to ask they re-share the articles through their channels.
We regularly inspire people to ask their questions about antiques which the Hickmet team answer, and share posts from other organisations that the Hickmet Fine Arts followers will find interesting.
To find potential new clients for Hickmet Fine Arts we’ve set up listening posts with the search engines and on Social Media, which alert us via email when anyone uses the Hickmet Fine Arts keywords. These include artist and genre names so we can respond to the writer whenever their post, question or article is relevant.
Hickmet Fine Arts exhibits at a number of antique fairs throughout the year, each of which markets their event heavily. We ensure Hickmet Fine Arts is getting as much coverage as possible in the fairs’ marketing materials, both in print and online, by maintaining a close relationship with the organisers, engaging with them by email and on social media.
As well as continuing the activities already underway, there are a couple of exciting projects we are working on for later in the year…
Hickmet Fine Arts is celebrating 80 years in the antiques business this year! So we are busy working on marketing and PR campaigns to celebrate this milestone and draw as much publicity to the business as possible.
The Hickmet team are preparing a number of videos full of interesting information about their artists and pieces, which will be published on YouTube, the blog, and social media.