BACKGROUND: Milliken & Company is one of the world’s largest and most innovative textile and chemical companies. Their Napery Division (table linens and napkins) identified an opportunity to provide a new product to compete against cotton bar towels used in bars and restaurants to clean tables, counters, kitchens, etc.
CHALLENGE: With a very limited budget, Jackson Marketing Group was challenged to launch the Cheers SmartTowel into a variety of industries, including laundries, restaurants and bars, healthcare, car detailing, casinos, housekeeping and the dairy industry. The challenge was complicated by the fact that Milliken does not sell the finished product, they only provide the fabric to cut-and-sew manufacturers.
SOLUTION: Jackson Marketing Group determined that the best approach was to create a microsite for the Cheers SmartTowel, targeting each of these industries and communicating the benefits of the product in a fun and informative fashion.
RESULTS: JMG designed, developed, launched and hosted the site-www.cheerssmarttowel.com—all in 60 days from initial concept to live site. The site has won three national and state awards since launch.