Werkheiser Jewelers Bethlehem, Pennsylvania
“Having an online sales channel has been extremely helpful to us.”Alyssa Rizzo-Berg, Media Marketing ManagerWerkheiser Jewelers has been in business for 24 years.link www.werkheiserjewelers.comWerkheiser Jewelers began serving the Lehigh Valley with custom design, restoration, and repair in 1992. The four employees take pride in fine jewelry sales, creating custom jewelry—including wedding bands and engagement rings—and in restoring cherished family heirlooms. They have a laid-back, customer-oriented shop where you’ll be greeted with a smile—and maybe even by one of their dogs. “A lot of people are intimidated walking into a fine jewelry store, because they feel the salespeople won't be friendly or accommodating,” says Alyssa Rizzo-Berg, Media Marketing Manager. “We like to give faces to our names and let people know who we are.”
They launched their website in 2005. Their Google My Business listing shows customers their location and hours, which is especially important during the holiday season, when the shop extends its hours. Google Analytics helps them fine-tune website content. “I track changes I make to the site and how people are responding to them,” Alyssa says. “I’m able to see tangible results. It’s really exciting.” AdWords, Google’s advertising program, has been a particularly valuable digital tool during the busy holidays to reach new customers looking for gifts. The Google Apps for Work suite of tools, especially Google Docs and Google Drive, helps to keep the staff productive by providing ample storage for images and documents. “Being able to back up anything important to me in Google Drive gives me a lot of peace of mind. And if I work from home, I love that I can access anything that I’m working on,” Alyssa says.
Today Werkheiser Jewelers successfully reaches not only past and current customers online, but new, younger customers, as well. “Maybe they’re looking to buy that first big piece of jewelry, or an engagement ring,” she says. “Because of Google, they’re able to find us.” Thanks to optimizing their online presence and their use of Google tools, Werkheiser Jewelers saw the number of visitors to their website increase by nearly 500% over a six-month period. The number of views on their contact page rose almost as much. “It shows that people want to reach out to us,” Alyssa says. “To actually see it in a quantitative form is so validating.”Werkheiser Jewelers has been in business for 24 years.link www.werkheiserjewelers.com
Empire Covers Jenkintown, Pennsylvania
“Google helps us drive an amazing experience for our customers.”Robert Brous, Vice President of Marketing20% annual growthlink www.empirecovers.comEmpire Covers is an e-commerce business selling protective covers and related products for cars, boats, motorcycles, RVs, and other vehicles. Their customers care enough about their rides to shield them from the elements. Since their founding in 2004, the company has used AdWords, Google's advertising program, to engage customers all along the sales funnel. "AdWords gives us an entrance into a whole world of people who are looking for the products we sell," says Robert Brous, Vice President of Marketing. When it comes to understanding customers' needs, interests, and behaviors, Google has them covered.
The business extends its reach with remarketing ads on the Google Display Network—showing past customers relevant ads as they browse the web. They also create content for YouTube and social media, including Google+, to engage customers around their passion for their vehicles, offer helpful tips, and show their softer side (e.g., by holding a local Halloween car cover decorating contest or donating bicycle covers to a group of Connecticut nuns). Google Analytics helps them refine their marketing strategy in real time. "One of the most exciting things is every day, we can manipulate and tweak all these levers," Robert says. "AdWords gives us really strong metrics into our customer engagement strategy, starting from the ads customers see, matching keywords to queries, and understanding clickthrough rates. We don't have to wait weeks and months to get answers."
Empire Covers now employs 90 people, with business motoring along steadily at 20 percent year-over-year growth. They plan to move headquarters into a new office space, develop new product ideas, and expand sales beyond the U.S. and Canada. "Google has had a tremendous impact on our business," Robert says. To businesses thinking about online marketing, Robert wraps it up with this advice: "Check your ego at the door. Don't get married to your ideas if the metrics tell a different story. Let the numbers show you where you need to go."20% annual growthlink www.empirecovers.com
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