State of Play
Currently, the Komatsu Forklift website is
a resource for:
Specifications and details about the product range
It also publishes some changing lists of:
State of Play
home page provides
A promotional image for a product,
not linked to more detail.
A promotional image for their sponsorship efforts,
A news story,
a link to
images, without titles or
State of Play
Currently the website is 'broadcasting' information, but not
engaging the customer with the brand.
Graphic User Interface
The user interface is static, in that unless the user follows a
link, the site remains the same.
State of Play
Adrenalin need to look deeper into web statistics to make
recommendations based upon current content.
Adrenalin needs to set benchmarks for traffic for
Using the Content management system
see several opportunities to make
improve Return on Investment by
generating more enquiry and building brand
The Website should be better leveraged to support sales
There are opportunities to restructure the
website, within the standard functionality of the Content
Management System, to provide better usability, higher
search profile and more flexibility.
More graphic collateral
We can help make the website more graphically interesting by
providing additional graphic assets to integrate into the
templates and pages in the form of graphic tiles and
These could include more complicated Flash applets to tell stories or
illustrate key features.
These could be easily integrated into the website as content, without
Other than capturing the standard web server stats, the
website is not "listening" to the users in its current
incarnation, missing the valuable opportunity for feedback
and usage metrics that provide valuable insight into customer,
and potential customer needs. We propose to address this.
We suggest the website orient itself more towards solving
problems the customer may encounter as they attempt to
research and purchase a forklift, and to more
encourage them to buy a Komatsu Forklift.
We recommend adding a "
that gives potential customers an
opportunity to make some choices based upon their
circumstances: industry, lift requirements, power preference,
special requirements, etc, which would then offer a shortlist
of qualified products.
, the tool captures customer use profiles for
marketing, and product planning insight.
marketing and sales promotion
activity could be
improved with little
one quarter of the home page
is dedicated to the
promotion of the BX50, however the
image does not link through to the
product or any supporting information,
as does the Team
Home Page Promotional Banner Rebuild
New Main Banner, a rotating number of images, each
product or service
, and each linked through to a landing page
highlighting the product or service.
Some of these "features" could also include a
such as a "Free Service Inspection for 3 or more forklifts" as you
promote your service and maintenance.
By creating the rotating 'marketing' banners, you free up the second
marketing banner below the product categories, allowing for
space to promote your 'services'
and raise their profile.
User Interface Adjustment:
Art direction for the re
balancing of those graphic secondary
navigations to the products (and now services) for better
usability, and with more explanation.
This could include a complete revamp of the template as well as the
content, as required.
Our team understands how to provide new graphic assets to the web
developer that fit in with the current templates requirements without
modifying the code if that is the best choice.
the news tile on the home page is not providing any
push, only supporting corporate and brand values.
is always problematic in that once you add the feature, you have
to guarantee the regular flow of new and interesting information.
"News" link in the footer is misplaced with the privacy,
terms and contact links in the footer.
We recommend renaming it an 'Announcements' and reorient it as a
corporate catalogue of information, and separating other more
engaging news items into the new promotion workflow.
A tile replacing the home page ‘News’ section could feature the
' functionality, or another hardworking item.
Secondary Page template
the growth of monitor sizes
in the past years, the two column
format leads to excessively long
line lengths, which has a negative
impact on usability
We would like to provide new art
direction to to improve text
presentation and include more
contextual cross links to product
and promotion where possible, in
keeping with the home page
Product Catalogue & Copy
'three click' product catalogue functions
well, drilling down to product
records with illustration.
We propose to add
encourages the user to contact a salesman, or lodge an enquiry
The page gives a lot of good information about the product, but doesn't
have the promotional or marketing language that succinctly tells the user
how this product can help
The interim 'sort' page that lists the products in the category could also
include more positioning statements
to inform the user about the
different products, and again, draw them further into the engagement
We can solve these problems with web optimised copywriting
, as opposed
Komatsu Services 1
our opinion, the services section is undersold. Each service
should have its
own illustrated page
, as well as profile,
call to action
This will not only reinforce the
of these elements,
to see which services are more trafficked,
and the interest ratio amongst visitors in products versus
Komatsu Services 2
profile examples (Google 25 Apr 10):
Under 'forklift, Australia', Komatsu comes up
Under 'electric forklift repair Australia', Komatsu came
Under 'forklift hire Australia', Komatsu was last entry on
Under 'used forklift sale Australia', Komatsu was
Better page distribution, copywriting and some additional
optimisation should significantly improve those results
Better pagination and presentation would also highlight
benefits and importance of services to customers. It currently
looks unimportant to Komatsu by virtue of comparison to
The website can work harder developing leads and integrating
them into CRM workflow.
The database can be contacted by Electronic Direct Marketing
) and develop a second channel to converse with your
1. Home Page Art Direction
rotating promotional banners
New product and services direct navigation
Modified primary and footer navigation
2. Secondary Page Art Direction
More promotional cross linking
Contextual secondary navigation
3. New Site Plan
pages for Services,
pages for promotional items
opportunities to place enquiries.
4. Forklift Finder
Functional specification for Forklift Finder application
5. Rotating Promotional Banners
Functional specification for rotating promotional banners, and
associated landing pages (technical approach to be
determined upon further technical briefing on website
Copy and graphics for landing pages
optimised copywriting for Services
Product Profile extensions
towards more persuasive brand
orientation, benefit highlights
and calls to action
Promotional pages content.
Review server statistics and set benchmarks for traffic.
analytics to track progress through
the website, and usage patterns.
Provide guidelines for monitoring web server statistics to gain
insight into user
8. Lead Capture
Develop opportunities to gather queries on the website, with
additional metrics as possible.
Manage and develop database with prospects via
Website, direct marketing and sales promotion.
the website is restructured to reinforce and support the
efforts, Adrenalin can do what we do best, and leverage the
website to support
and sales promotional
With the renovated design, we will be able to provide a 'set'
of content items that can be inserted into the content
management system to populate the promotional 'slots'
available on the
website: Concepts, copy and images.
Email Direct Marketing efforts can start as we develop our
Different Levels of Activity
We can simply highlight and promote web features to
We can create content to generate registrations of interest to
develop a database of leads.
We can run web oriented or integrated on and offline sales
We can drive traffic to the website, or topical landing pages
through promotional efforts.
We can send out
that drive users back to the website