Blain's Farm & Fleet

Digital Marketing: Driving sales through digital expertise

With more customers shopping and interacting with Blain’s Farm & Fleet from their devices, the retailer turned to longtime partner Informatics to boost its digital presence. The Informatics team responded with a comprehensive strategy aimed at attracting new shoppers while also engaging brand loyalists.

Our teams have since helped Blain’s grow its brand awareness through high-performing organic and paid social media ads, display ads, YouTube ads and geofencing. Whether it’s creating buzz around new store openings or promoting customer-favorite events like Fall Chick Days or Toyland, we create high-impact graphics and content that speaks directly to Blain’s audiences, resulting in more social post impressions, engaged website sessions and YoY growth in digital revenue.

Informatics’ marketers also lead the company’s affiliate marketing efforts, helping it to become Blain’s highest-performing online revenue channel. The strategy reached a notable height during the 2023 holiday season, when the company marked its biggest Cyber Monday in history. More than 60% of that weekend’s sales came as ship-to orders, primarily driven by affiliate.

Web Design: Building brand sites that pop

Blain’s Farm & Fleet also teamed up with Informatics’ Web Design team to bring new life to its in-house brands, like Estate Premium Lawn Care and Work n’ Sport workwear.

The goal was clear: Create a premium, lifestyle-driven experience that not only showcases each brand’s tentpole products, but also offers guidance and insights on their use. The resulting microsites were visually captivating and rich with information, helping Blain’s own brands to hold their own against major national brands like Carhartt and Scott’s.

Design was just one piece of the puzzle, however. We also focused heavily on search engine optimization, conducting deep SEO analysis and providing content recommendations tailored to boost the brands’ visibility online. Now, Blain’s in-house brands are not only more discoverable but also better positioned to inspire, educate, and convert customers, both on the web and in-store.