Red Wing, the country’s foremost heritage boot company, had created a web-based panel of boot-wearing workers to mine insights about wants and needs and test products. They were sitting on a potential wealth of information, but engagement just wasn’t quite there.
They turned to us for our panel know-how to help them build a more powerful channel. We pulled from our panel management best practices and used Google and site analytics to move beyond anecdotal evidence to hard numbers. Buried in the data were big opportunities to create community with the right message, timing, frequency, and cadence.
We delivered robust recommendations—from basic housekeeping to optimization—to help the rubber (sole) meet the road.