The transformation of the Lowensteins’ farm was really starting to take shape
Much like a championship runner passing the baton to a teammate at an Olympic relay race, Elisheva Perlman and the Branding Together team were ready for the next member of the group to do their part as the finish line loomed tantalizingly near. It was webhosting time for Calmin’ Ground, giving the sensory-friendly farm an online presence that would whet the public’s appetite for its unique offerings, turning website visitors into paying customers.
Not at all that long ago, the Branding Together story would have concluded with some well-placed, cleverly designed advertisements in newspapers, magazines, and even the local Yellow Pages, but in today’s fast-paced digital world, creating a proper online presence for Calmin’ Ground was an essential part of the process.
In addition to providing a measure of credibility, having a website also allows a business to showcase its brand in a big way, driving sales by letting the world know who they are and what they are all about. With the Internet having become the primary source of information for so many people, websites are an incredibly efficient medium to attract customers, and it was clear that despite Calmin’ Ground’s low-tech, back-to-basics vibes, a well-designed state-of-the-art website was a necessity, not a luxury.
“A website is a 24/7 salesperson,” explains Elisheva Perlman, founder and creative director of both the Anelis Group, a boutique marketing firm, and the Branding Together contest. “You could be sleeping or you could be in Florida enjoying the sun, and this online ‘salesperson’ is telling people who you are, what you are, how to get in touch with you, and how to sign up, making it crucial to not only take the time to set up a website, but to do it very, very well.”
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