Hunter Fan Company Digital Transformation

Putting a New Spin on Sales

Hunter fan features

47%

Increase in site sales

17% 

Increase in site-wide conversion rate

33%

Of online sales attributed to paid media

Hunter invented the first ceiling fan over a hundred years ago and today is the #1 most installed ceiling fan in the world. With a rich 135-year history of innovation in indoor and outdoor comfort control, Hunter provides customers with a deep heritage of reliable performance and everyday style for any room. 

Challenge

Transforming the Customer Journey

Sagepath was tapped as the Digital Agency of Record to reposition Hunter in B2C and B2B marketplaces, differentiate from competitors, bolster sales and attract a larger customer base by growing their digital marketing footprint

Hunter fan papers
Approach

The Sales Cycle Reimagined

Sagepath conducted a series of stakeholder meetings, in-depth customer surveys, comprehensive analysis and audits of the competition to reimagine the customer journey. This new blueprint was designed to shrink the sales cycle and provide a more conversion-rich experience across the website, all social media, SEO/SEM, digital advertising, content and channel marketing, media campaigns and marketing analytics.

Capabilities Used

  • Business Transformation Strategy
  • Digital Marketing Strategy 
  • SEO
  • Social
  • Paid Media
  • Content Strategy
  • Analytics
  • User Experience
  • Creative

rustic Hunter fan vs modern

A Fan for Life Campaign

To breathe new life into the brand’s marketing, Sagepath created a tagline that celebrated Hunter’s history of quality and performance, as well as a new focus on design and style—A Fan for Life. Unveiled across multiple online touchpoints, the brand campaign utilized digital ads/banners, website redesign, social and email marketing.

Identifying New Levers for Conversion

Omni-channel digital marketing enabled Hunter's B2C team to determine the most effective levers for driving traffic, engagement and conversion. Campaign landing pages were redesigned to generate increased leads and improve marketing attribution.

Technical Architecture Reimagined

Sagepath’s technical team audited, integrated and built the appropriate technical infrastructure including HubSpot, Salesforce, Listrak, Symphony and Salsify to support the scaling marketing needs of the business. Our four-step implementation plan was then used to drive Hunter's marketing roadmap and investments.

Hunter site screenshots

Driving Higher Site Traffic and Increased Revenue

Sagepath’s Digital Marketing team used an omni-channel approach to bring more site traffic and generate revenue. Leveraging and integrating paid social media, SEM, SEO, email, content marketing and website design, Sagepath was able to drive higher quality site traffic and increased revenue.

Breathing New Life into the Customer Lifecycle

We built custom, real-time marketing dashboards to track successes across the customer journey, transforming the way the business strategized and reported against each stage of the customer lifecycle—from initial canvas and research through the purchase and post-purchase phases.

Hunter product images
Results

Sales Take a Big Turn for the Better

Sagepath’s digital marketing efforts and website enhancements contributed to a 30% increase in site sessions, 47% increase in YoY website revenue, and a 14% reduction in bounce rate sitewide. 33% of all website sales were attributed to paid media, which included paid search, display and social media.


Data collected: April - December 2018 to 2019