Marketing and digital specialist MadisonSoho has unveiled a powerful digital web platform to drive forward global sales for Minworth-based sporting ammunition manufacturer Eley – maximising its successful pre-Olympic rebrand.
Aiming to secure a wider global audience for Eley’s full sporting product range, MadisonSoho says it has developed an advanced web technology format that will power the Eley website in any number of different languages.
The sophisticated content system has incorporated innovative technology that will allow the complete UK website and its functions to be easily translated into alternative languages, with the character differences automatically included, ensuring that information can be converted and updated effectively by Eley on a rolling programme. The first six websites are due for launch in late August, to initially include Chinese, Spanish, French, Italian and German versions.
MadisonSoho originally carried out the rebranding for Eley to refresh the brand’s identity, website and marketing material to maximise sales in the important period leading up to the Beijing Games.
As a result the company has seen a surge in sales in both export and home markets. About 75 per cent of shooters at this year’s Games will be using Eley products, including teams from GB, the USA and China and the six multi-language websites are set to capitalise on this success.
Peter Keevil, client services director at MadisonSoho, said: “The development of this new website technology really is a big step forward.
“Although translating a website into different language may initially sound simple, character variations can cause problems technically. We have designed this innovative format to overcome this so it can accept copy in complex languages, such as Chinese, as well as giving clients the capability of updating their web content in-house for a cost effective web solution.
“The format will be an invaluable tool for companies wanting to develop and maximise their global markets and we are more that happy to see how this technology could work for them.”
Kate White, marketing manager at Eley, added: “The original website and marketing redesign undoubtedly had an impact on our business as it allowed us to communicate effectively with our global audience, be much more responsive to customer needs and has reinforced the quality of the product on a world level.
“We have wide recognition for our top-line Tenex product but the introduction of the six new websites will provide additional standout for our complete range of products and the brand awareness as a whole, on a worldwide scale.”
Brochures in all six languages accompany the website launch, completing the company’s ambition to expand its business.
