Electronic Media

Web and e-commerce site, feeder media and blog (New York, NY). This project required the complete re-design of the Lidia’s Italy website along with all lead generation feeder media. While the previous site did provide a payoff for visitors, (the number one motivation for visits was to download recipes), it did nothing to proactively drive revenue for Lidia’s organization. All selling activity was purely passive, with an inert shopping cart merely “bolted on” to the site. There was also no attempt to acquire e-mail addresses in the original site (for use in future e-marketing campaigns). Our concept was to approach the project from back to front. The first question we asked: “where does Lidia’s generate the most revenue?” The answer was, “from cookbook sales.” We began developing an overall program through which the website and all feeder e-marketing efforts would focus on increasing book sales.