Manufacturing Case Study

CHALLENGE

IntelliQuilter, developed by the creators of IntelliStitch and EdgeRider Wheels, debuted with an innovative approach to quilt-making. This system, equipped with a touchscreen tablet and motors, allowed for the transformation of almost any quilting machine into a fully automated powerhouse. The unique offering faced the challenge of making its mark in the highly specialized, low-search-traffic domain of long-arm quilting.

APPROACH

A crucial initial step involved establishing a distinct brand identity, complete with a new logo and a comprehensive website to effectively promote this unique product. Initially introduced at quilt shows with direct customer engagement, the strategy evolved to embrace a dealer network and online sales, necessitating a suite of marketing tools and dealer support mechanisms.

Our new website echoed the existing product line's aesthetic, serving as a springboard for the development of promotional materials like flyers, postcards, and quilt show banners, alongside essential business cards for IntelliQuilter. Following its market penetration, the product's burgeoning popularity necessitated the integration of an international dealer network on the website. Event listings on the website provided a platform for customers to experience IntelliQuilter firsthand. As a manufacturing-focused entity, initial sales were exclusively dealer-driven, with direct online sales only encompassing replacement parts and upgrades. Our content management system empowered the owners to dynamically update website content and track vital metrics like click-through rates and traffic.

With business growth came the development of a comprehensive production management system, streamlining processes from manufacturing documentation to inventory, purchase orders, vendor, and customer tracking. The advancement toward a more sophisticated online shopping experience is underway.

For digital marketing, we leveraged top-tier SEO and PPC tools to ensure optimal online visibility. MailChimp facilitated consistent communication with our dealer network and customer base. Further enhancing support, we introduced Zendesk and 'Telli', our AI-driven support bot, centralizing assistance in a singular, efficient platform.

RESULTS

Today, IntelliQuilter stands as a beacon in the industry, boasting a global network of devoted customers and resilient sales amidst increasing competition. The synergistic trio of a dynamic website, an integrated production system, and Desiant's marketing services empowers IntelliQuilter to adapt and thrive amidst fluctuating economic and industry landscapes.