Danziger Came to us with an old and confusing site that needs recharacterizing. But when we started investigating, we discovered a much bigger problem: one of the world's biggest names in the flower industry treats two completely different target audiences as if they were the same thing.
The difference? A pot grower can have a small nursery from Thailand, while a flower grower is a huge company with hundreds of employees - and there are only 200 such companies all over the world.
Our task was to divide these worlds intelligently.
We have begun a thorough characterization process of 50 hours In which we explored in depth Danziger, the market, competitors and target audiences. We quickly realized that separation between audiences isn't just necessary - it's critical to success.
Danziger already know All flower growers in the world Personally. The situation in which they appeal to such a limited and exclusive audience in the same way as the wider market of pot growers is simple Absurdity.
The thing is that not only the site was a problem - all the marketing and sales processes of the company suffered from the same problem.
Instead of making a boring homepage with two big buttons, We thought deeply about an optimal user experience. We created a general homepage about the company with intuitive moves to action that lead to separate content worlds for each target audience.
The solution is tailored specifically to Danziger's character and their management capabilities, enabling a user experience that combines simplicity with sophistication.
The result wasn't just a better site - We have changed the entire digital strategy of the company.
What we achieved:
Danziger's marketing department was particularly enthusiastic about the solution, because now they can streamline all their marketing processes.
project Danziger Proved that thorough and accurate characterization can not only solve technical problems, but change the entire business approach of a company to its audiences.
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