http://www.bigjoemfg.com

The Need
With over 50 years in the manufacturing industry, Big Joe Manufacturing sought to enhance their credibility with a new Web presence. They also wanted to appeal to a new wave of buyers and dealers, who, unlike their predecessors, were more accustomed to conducting business and research online. Contends Andy Cameron, CEO of Big Joe, "Prior to 2001, we really hadn't done much advertising either in print or online...we felt that a new Web site would enable us to reach an audience more accustomed to online transactions and increase our overall exposure on the Internet."

The Solution: With the goal of becoming the definitive online resource for lift trucks, Americaneagle.com and Big Joe worked together to develop a Web site that included the following enhancements:

Product Finder: The Product Finder permits users to find lift trucks using simplified drop down menus. If a user already knows the model number, they can enter it into the search field to link to the corresponding product page.

Online Catalog: For users who prefer to browse through the Big Joe product and accessories line, Americaneagle.com developed an online catalog. Here, visitors can click on a lift truck category to find an overview of products within the category, including very detailed product specifications on each model and an image of the lift truck.

Dealer Locator: For added convenience, the Dealer Locator tool allows users to search for a dealer by state or ZIP code.

Content Management System (CMS): To enable Big Joe to modify Web site content, Americaneagle.com programmed a CMT into the back end of their Web site. With it, a Big Joe administrator can make changes to designated sections, including the company news section, the FAQ pages, and the Dealer Locator page.

The Results: Since the launch, Big Joe has seen its traffic increase from 2,000 hits per day to over 5,000 hits per day, on average. More importantly, the surge in visitors has resulted in a busier sales department, which makes Andy Cameron anticipatory of good things to come: "The Americaneagle.com redesign has really helped Big Joe enhance its online image and broaden our market reach. The graphics are vibrant and attractive, the functionalities are intuitive, but more important than that, the traffic to our redesigned site has nearly tripled."

Future Development: Together, Big Joe and Americaneagle.com are considering several subsequent Web site enhancements, including the incorporation of: (1) advanced customer service tools; (2) an online ordering system, and; (3) an expanded Dealer's Only section. There is also consideration given to adding a Big Joe merchandise page since the name, Big Joe, appeals to both dealers and the public at large.

About Big Joe Manufacturing: Big Joe™ Manufacturing Company was founded over 50 years ago in 1951 with the invention of their first product, the IBH truck. Since then, Big Joe has crafted over 250 models of lift trucks and accessories for the materials handling industry. They are headquartered in Lincolnwood, Illinois.