Getting Comfortable in 2018! See Food Company – Brand Consulting Case Study

Food Company – Brand Consulting Case Study

Developing a comprehensive brand strategy to reposition a food company

The Challenge:

Service company repositioning in today’s Digital World:

  • Introduction to new markets and products
  • Consumers lack of knowledge
  • Slowing category and growth
  • Brand image clarity

 

The Solution:

Re-evaluate the persona’s to align with the new positioning, expansion of footprint adding video:

  • Optimization of relevant content on the website and sponsors based off of persona’s
  • Additional landing pages with CTA to receive targeted product information benefits
  • Bringing excitement to life with video and images
  • Staying true to the beginning message of what made the company unique while spotlighting its bend and move into the new direction of digital and consumer driven markets

 

Results:

  • Seamless integrated marketing
  • Engagement with landing page offers which in turn gave the company a confirmed audience characteristic to continue to attract
  • Delighting their customers giving them a committed audience, customer retention and customer gain
  • Expert image in the food industry with quality, price and presentation

 

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Resources: Strategy method, Inbound Marketing.

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Digital Marketing Transformation a Challenge? See Case Study!

Digital Marketing Transformation a Challenge? See Case Study!

“It’s not about doing ‘digital marketing’, it’s about marketing effectively in a digital world.”

Diageo CEO Ivan Menezes

Developing and implementing a digital marketing strategy for improved efficiency, including paid and organic search.

Moving away from “one size fits all” to flexing digital transformation policies to meet clients needs and wants.

The Challenge:

A service company endeavor seeking to amend marketing efficiency as it tackles:

  • Strong-growing expansion
  • A history and habit of relying on a traditional media marketing ( local print and trade show events ) as an affective digital strategy
  • Returning an unclear and undefined ROI and
  • Pending a website launch with limited familiarity with the digital marketing and core element

 

The Solution:

The leadership team joined forces with the sales and marketing department to:

  • Audit assets and capabilities – using captured data
  • Bringing in help from the outside world; keeping a company balance
  • Investigate component parts of their whole; the companies relationships in making up the whole to spotlight and initiate the most profitable service lines by demographics
  • Pioneer the execution of a marketing listening tool ( Marketo, Crimson Hexagone )
  • Integrated marketing communications (IMC) advertising such as PR, SEO, Social Media, Blogging, Email marketing

 

Results:

  • Strategy plan
    • New website, SEO, Google Analytics
    • Organic and paid search ranking improved
    • Increase of email memberships, gained new clients, stronger and higher Social Media following, ROI growth
  • Healthy Company Heart beat

 

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Resources: Strategy method, Inbound Marketing. Marketing Week

Invest in Data – Self Storage Consulting Case Study

Storage Facilities Case Study

Local Company Increases Occupancy with Targeted Paid Campaigns

A self storage company located in the Dallas Texas metroplex, with multiple locations found themselves at a stagnant place, behind their competitors with declining sales. They had been in business for over 20 years, starting with a single location.

The Challenge:

Business was declining and the cost of paid advertising was raising constantly but not producing new business, as marketing shifted to organic search / online search. To make the situation worse, a new national chain self-storage company built a new, modern facility right across the street. The new competitor had a large advertising budget, modern facility and low prices. This company had to take action to bring in new business to increase their occupancy rate and compete with the new competitor.

The Solution:

In the FIRST year the company sat in on several meetings with their current paid advertiser at the time, Yellow Pages. With the account executive, regional manager of  Yellow Pages the self storage company wanted to be they fully were informed and understood what was being offered and if the marketing strategy should be redirected or changed. The self storage company produced search and lead generation data that showed the Yellow Pages online efforts were not effective. The company negotiated an “incentive based” package with Yellow Pages that provided free service if leads were not generated. At first, the only effort was a small online pay-per-click campaign to draw comparisons to the Yellow Pages results built off of the new buyer persona’s developed from the data.

In the SECOND year, the Yellow Pages campaign had produced poor results and the storage company then expanded their efforts to a broader pay-per-click campaign, revising the persona’s, a new website utilizing long tail keywords, images with alt text that was mobile friendly and some additional solid local SEO strategies. (See previous blogs for further information on SEO)

Results:

 Once the Yellow Page efforts were reduced and a more integrated online marketing campaign was implemented, the results accelerated. They were able to produce a steady stream of new leads, concentrating efforts on local college students, Military families locating to Texas and the downtown population who view convenience of  location as an importance.

Special offers were highlighted in the website and online advertising. They were targeted to seasonal opportunities, like college students storing their dorm room items for the summer.

By the end of the SECOND year, occupancy rate had increased from 65% to 95%. The self storage was competing strongly with the new facility across the street. Their Yellow Pages monthly investment had dropped to a small percentage of what it was when the project started. Additionally, they had full visibility into where their marketing investment was going and what parts of it were producing new business.

You might want to see my three part series of Digital ” Dream Big Aiming High “.

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Resources: Strategy method, Inbound Marketing

Increase your Brand – Hospital Supply Consulting Case Study

Hospital Supply Case Study

Developing a brand strategy for a hospital supply service company with education and customer retention.

Quality branded products distributed with educational training for an affordable fashionable price. Customer satisfaction and continued growth; that is the idea and goal to clinical providers in this demanding healthcare environment today.

The Challenge:

Account Executives within the hospital equipment company were needing to increase customer retention, brand awareness, educational literature and reorders.

 

The Solution:

After determining and discussing specific strategies for accomplishing the proposed solution a gifting program was customized for customer retention, educational blogs with buyer persona front and center, recognition via Social Media and stakeholder ” buy in “ to go over existing customer concerns, address findings & gather positive information to then utilize within the business development team and customer service to implement across the company.

 

Results:

  • Account Executives were able to Segment out their clients for targeted marketing for the future and buyer persona’s were updated.
  • Account Executives loss of client reduced by 60% and sales increased by 40% in 90 days.
  • Issues uncovered and resolved by 90% which in turn created a referral increase of 20%.
  • The company was able to increase their Account Executives hiring by 1, bonus’ increased with the Account Executives and reduced the turn over within the organization.
  • Secured a company awareness and assisted with the reconstruction of the buyers journey to implement in for the future.
  • An increase of profit and secured orders for the future and gained a working referral program.

 

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Resources: Strategy method, Inbound Marketing.