Brand Marketing Strategy

The Challenge

The Client needed a strategy for their brand after 1 year of rapid growth as a startup. The challenges they faced with this were:

• Having two primary customers - the B2B customer and the end-user. (The B2B on-sold the product to the end-user as part of a larger upgrade.)

• Competing on a national level with major, established brands.

TO BE COMPLETED

The Approach

I ran the "Get More Growth" workshop to walk through the key foundations of their brand and marketing strategy

A/ Analysis

• Analysed the two distinct personas they market to: the automotive business owner/manager & the aspiring tourer.

• Analysed the product placement and ambitions within the larger industry.

• Analysed the company leadership and vision.

B/ Priority applications

• Implemented distinct strategies for the two personas, with unique marketing outcomes.

• The industry is largely misunderstood, so emphasis was needed on the education process, placing priority on content marketing through long-form channels like Youtube.

• Build a framework for co-funded marketing initiatives to empower dealers/retailers to represent the product.

C/ Strategy & Rollout

• Developed a marketing prioritisation table to outline activities/initiatives in order of priority and place.

• Developed a marketing budget with associated metrics for the full customer funnel.

• Developed a messaging framework to guide all comms to both personas.

Results

• Clarity on marketing priorities and performance.

• 10x growth in brand awareness over 12-month period, through content marketing and seasonal paid traffic campaigns.

• Web traffic and session time increased by 5x and 3x, respectively.

• Rebuilt confidence in the client brand by setting a standard for visuals & messaging.

The goal was to clarify who the brand was, and who it wasn't, with specific regard for the customers the client served.

Key Insights

1. Customer Message: We are able to create incredible cut-through by focussing on what the customer needs to hear from us, and at which stage of their journey, rather than defaulting to product marketing.

2. Customer Cost: Applying a budgeting and reporting framework that considers CAC builds confidence in the business leadership because of the correlation between marketing expense and business growth.