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Amy Post
by Amy Post
on February 13, 2017

 

Grand Rapids Chair is a West Michigan-based restaurant furniture manufacturer. They take great pride in producing high-quality and beautifully designed tables and chairs for restaurants of all types. Their personas include job roles like the owner of a restaurant or a restaurant designer.

The Challenge:

When dealing with the restaurant owner persona, the team at Grand Rapids Chair often finds it difficult to convey the importance of investing in high-quality restaurant designs, which is where their furniture works best. Some owners rush to find the best deal they can find on furniture, rather than putting time and effort into creating a cohesive restaurant design plan that will meet the demands of today’s restaurant goer. The team at Grand Rapids Chair desired a beautiful but clean content element that would help their potential customers not only learn how restaurant design leads to higher sales and increased revenue but also see that reality with a visually captivating and brilliantly designed eBook.

What ManoByte Did:

The design team at ManoByte worked to take the reader on a journey through the content and the visual elements of the eBook. Often, those without restaurant design experience can’t visually understand what design possibilities exist, even when they are reading content about it. To help ensure that wasn’t the case with this resource, the imagery selected for this eBook took the reader on a journey to understanding and realization of what the investment into a quality design can do to transform a space. Although the user wouldn’t notice, the design layout was created in such a way that it led the viewer through the story fluidly using a vertical layout rather than a more traditional horizontal version. With clean lines and very intentional white space, the layout was completed through a carefully-crafted design grid that helped move the reader quickly from each content element to the supported imagery over and over again. Doing so keeps the viewer engaged through the piece.

Here are some examples of the pages:

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The Results:

We ran a 3-month campaign promoting the eBook using eight blog posts, two landing pages, 3 CTA’s, and 29 social media posts. Here are the results of those efforts:

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In response to the work we created, Grand Rapids Chair Marketing Director Dean Jeffrey had this to say, "They helped us create structure and depth to our inbound efforts, have helped us navigate the world of the HubSpot CRM and we've seen our sales increase because of their efforts."

The Impact:

The team at Grand Rapids Chair was thrilled with the results of this design - as it was the key component in gaining four new customers and 47 sales contacts in a very short amount of time. Even now, well after the campaign has ended, the team at Grand Rapids Chair tells us they continue to utilize this resource because it’s not only content-rich but also supported by a clean and sophisticated design that resonates with their potential customers.

To view the complete eBook, visit this link

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