Online marketing provider

Project 1 - Website optimisation

See also

Project 2 - Market development Project 3 - Partner engagement

Background

This Australian site was an online market with innovative functionality and appeal to individuals, businesses, organizations and communities. It had been trading for 12 months and had:

Established global competitors who were household names
A small number of customers in diverse countries, markets and
niches
A site with multiple functions yet limited focus or appeal
Limited content and members compared to competitors
High level in house expertise
Desire to dominate global markets and defeat global giants
150 new members per day.

Challenge

To develop an effective strategy to carve a niche in the market which could be leveraged for sustainable global expansion.

Solution

We carried out researched into:

significant changes to functionality and usability
complete change of positioning, messaging, look and feel

We created:

multiple template choices for each web page
strategy to penetrate specific local niches in stages
a sales process for non salespeople to sell into specific markets
sales and marketing tools to support them
a course in professional selling for non sales people.

Results

After 12 weeks (including a 6 week break for the company to optimize the site) the company had gained:

a transformed site gaining 300% new members per day and positive
feedback
a new corporate image, messaging and positioning for site an all
tools
strong competitive positioning with ability to penetrate defined niches
strategy to penetrate local markets and ability to expand in stages
globally
a full suite of marketing collateral customized to 5 niches (including
email and letter approaches, email and print brochures, phone
scripts for cold calling and follow up, key points for media
interviews).
Templates to create their own materials
Skills and manuals to support and develop professional selling in-
house.

By completion of the project the company was:

Well positioned and equipped to penetrate markets to which it was
suited
In an attractive position to attract investment for expansion.

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