Big Ass way to sell

Manufacturing News, Source : The Manufacturer US
Published : 21 Nov 2006 19:27

Lexington, Ky. - November 20, 2006
Customer service-focused companies may be guided by a “give them what they want” mentality, says Lexington, Ky.-based Big Ass Fans, and the company asked its customers to redesign the industrial fan manufacturer’s Web site.

“The redesign is more than providing customers with an innovative outlet of information,” said Kristin Voskuhl, Marketing Manager for Big Ass Fans. “Simply put, it’s about being committed to our customers at every possible level.” In December of 2005, the company asked its global audience for feedback and direction.

The response was overwhelming, says Voskuhl. “Our customers told us what they needed from us and we responded,” said Charles Anderson, Digital Media Designer for Big Ass Fans. Voskuhl and Anderson then worked closely with Creative Link Studios in San Antonio, Texas, to develop a site that showcases both the serious product and tongue-in-cheek nature of the company.

“We worked to evolve the brand from a small campy presence to a more established and corporate feel while protecting the brand’s equity - unapologetic fun with a twist,” said Kevin Larue, Chief Creative and Founder of Creative Link.

The new site is greatly improved offering case studies, product videos and photos, and a plethora of downloadable information about those Big Ass Fans. There’s also the company’s very popular “Kudos and Complaints” and “Genius Not at Work” sections, as well as a new Amusement Park- themed feature.

"Big Ass Fan Land: The Land of Limitless Pleasure," the new Web site’s funny side, is the creation of Anderson. “It’s a fairly bizarre escape from the mundane.” It came to be as a result of Big Ass Fans’ customers who demanded the company not merely keep their sense of humor, but expand it. “We offer funny movies, interactive games, chances to win prizes, and we’ve grown our online store’s inventory.”

The company’s online store sells a variety of Big Ass Fans-branded merchandise such as hats, T-shirts, and coffee mugs. Yet, the store is a purely philanthropic endeavor. “We believe in supporting good causes that might otherwise be overlooked,” said Voskuhl. “Every penny made [from the sale of merchandise] goes directly to support the Longhopes Donkey Rescue Shelter located in Colorado.”

Giving back is engrained in Big Ass Fans’ corporate philosophy. The civic-minded company contributes to the United Way of the Bluegrass, the Salvation Army, and has established numerous scholarships for University of Kentucky students. “Driving more traffic to the site, whether for business or entertainment, is part of advancing those causes,” Voskuhl said.

Customers who offered feedback and direction were privy to sneak peeks at the site. Accolades poured in, which confirmed to Anderson, Voskuhl and Creative Link that the decision to solicit customer input was right on target. “We are fortunate to have customers who wanted to help us better serve their needs,” Voskuhl said of the site’s business features. Referring to the funny, Anderson added, “If you don’t find something useful, or at least get a good laugh at Big-Ass-Fans-dot-com, check your pulse.”

The new customer-designed site launched Monday, November 20, 2006.

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