a division of Sherwin Williams
For over three
generations Formby's furniture refinishers and wood maintenance
products have been helping keep those special family heirlooms
Formby's Company has always had one goal…to make it easy to bring
out wood's natural beauty.
To create an on-line presence that will be user-friendly, promote
the company and incorporate the Formby's products into the woodworking
and refinishing process. The Formby's site must also be a resource
for craftsmen and do-it-yourselfers, giving them reason to visit
the site on a regular basis.
Formby's does not sell direct to the end users,
the focus of the site must be to instruct users on refinishing
and woodworking. Through
the instruction, the Formby's
products must be solidly incorporated into the process to the
point that without the Formby's products there is no process.
inter. NET Solution:
After meeting with the Formby's product Manager, Ms. Patricia
Smith, several points became absolutely imperative. Firstly that
the Formby's web site had to be of a quality equal to that of
other divisions of Sherwin Williams such as Minwax. Secondly,
the site was to be an instructional resource for craftsmen and
do-it-yourselfers and not an e-commerce site because product moves
through its distributors. Also, the site needed to attract return
visits by its users.
BLAZE inter.NET team then set to work. Quality was not an issue
since all of the web sites created by BLAZE inter.NET, big or
small, are of the highest quality. That much is a given. Our recommendation
was to create a resource site and build within the site a strong
sense of community. This was accomplished in two steps. First
by creating easily updateable areas within the site to assure
that content would remain fresh and ever-changing. An example
of this is the Tips & Talk area of the web site. This area consists
of Helpful Refinishing Tips, an updateable page of tips from woodworking
guru, Bruce Johnson. These tips are updated by the Formby's staff
without any programming knowledge necessary.
are two examples of how BLAZE inter.NET has assisted Formby's
build that sense of community within their site. First there is
the Product Showcase. Another easily updateable area where craftsmen
and do-it-yourselfers can submit finished woodworking projects
that they have completed using Formby's products. Each month the
staff at Formby's can choose a submitted project and have their
customer's completed woodworking project proudly displayed as
the Customer Success Story of the Month.
second example is the Talk Board feature where visitors to the
site can initiate a thread in a talk board and other users can
then respond with their own helpful hints or answers to woodworking
related questions posted by visitors. The users can also view
responses posted by other visitors to the Talk Board.
It is features
like these that will grow the community of visitors to the Formby's
web site and successfully attract traffic to the site and build
Formby's web site is currently in review by their
corporate attorneys and will be up on the web
for your perusal in the very near future.