Online marketing provider

Project 1 - Website optimisation

See also

Project 2 - Market development Project 3 - Smart Channel strategy

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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