SMALL BUSINESS PRODUCT MARKETING CASE STUDY
EKO Android TV Product Marketing
We provided assistance to the Ayonz Pty Ltd team, distributors of the EKO Android TV range, to help improve their product marketing activities. The team wanted a more systematic way to increase the awareness levels of the brand using social media and public relations to support their exclusive retail customer Big W.
Our work lead to record levels of online exposure for the brand in a short space of time as well as a host of marketing operation improvements to aid long term growth.
What product marketing was being done for EKO Android TVs?
The EKO Android TV range has been extremely successful via Big W and was released in late 2019. Most of the brand’s product marketing efforts were focussed on achieving catalogue exposure via the retailer who then stocked the products in 100+ retail stores around Australia & online. Getting the product promoted this way has helped develop brand awareness through leveraging the retailer’s household brand name heritage.
Other marketing activities for EKO Android TV’s.
With limited resources the Ayonz Pty Ltd Team focussed its efforts around;
– securing approval from Google to use the Android TV platform (they even became a certified Android TV partner)
– created a website platform
– establishing a social media profile on Facebook using the occasional ‘boosted’ post
Beyond these two online platforms there was no other marketing activities being executed for the brand and the team identified this as a great opportunity to grow even more in Australia.
How did consumers find EKO Android TVs.
Over 90% of online search volume were for brand-owned terms. This indicated consumers were researching the brand once they saw it featured in Big W’s brochures or online advertising. Very generally, people wanted to know who made the brand, where was it from, did it have a warranty & of course what were the product reviews like.
What we discovered
Our scope of work
La Lente was tasked with providing guidance and assistance to improve some of these areas for the brand, with a focus on improving their online presence.
The results we delivered
A NEW PRODUCT MARKETING BASELINE WAS ESTABLISHED.
Within a short time period we helped make quick changes to the product marketing executions to deliver significant changes to how the brand was reaching consumers online. This also helped establish a new baseline for their team to work from to continue developing their efforts.
A few of our recent marketing service reviews
“Paul, thank you so much for the on-line marketing audit. Volumes of insight and practical examples of what needs to be done. Paul provides value well beyond expectations. We now have The Playbook!”
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When above and beyond to ensure we got the best possible service. Paul also has great technical insights into the backend of SEO which really helped us to boost our profile.”
“Paul did a full website overhaul for us….in 10 days! Not only was he able to hit this timeline but he produced a very rich site. Our website gives our customers confidence, attracts far more prospective customers and provides a space that lives up to our mission. Impressive work Paul!
The process has been detailed, which has resulted in a very impressive site. The depth of the website is the key positive feedback from a lot of people who I’ve already shared it with.”
“Paul at La Lente has recently been helping us with some backend website audits and it’s been a huge help to the company. Paul peels back the layers of secrecy around the backend of websites and tells you what works and what doesn’t – simple! So much easier and yet, his work is detailed and we’re already seeing the benefits. Would recommend Paul to anyone who’s not sure if they’re website is working at its optimum!”
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“I recently engaged Paul D’Ambra to conduct an audit of my sites and he did an excellent job. In fact, he went over and above the work he’d scoped out because he wanted my business to benefit from the insights from his data. He even gave me additional tools that will help me in the future. I found the work he did incredibly comprehensive and was singularly impressed by his deep understanding of SEO and ability to recommend useful ways for me monetise my websites. I am now re-engaging Paul to help me further. To be honest, I hardly ever recommend people on Linkedin but given the benefit I’ve had from Paul’s work, I wanted to make others aware of his abilities.”
“I have known Paul for few years professionally and on a personal level through out couple of roles he held in his career. He is a great talent who combines an in-depth knowledge of the market and the industry with an outgoing urge for success. I could spend few hours describing the rare and unique talent he is, but I decided to put it in simple terms as I could be here for days: – Leader – Team player – Innovative – Focused – Positive – Dedicated – Honest – Loyal – Strategic – Original – Energetic – Knowledge – Experience – Will power. Most importantly he is an astute operator with results speak volume for his ability and his achievements I’ve always admired his energy, professionalism, ethics and winning attitude. Paul is what every business need, not to mention I am proud to call him a true friend.”
“Paul D’Ambra is a one of a kind. Unique in every way. He runs La Lente freelance website design and marketing services. After scouring for freelancers online I was hitting a dead end. I couldn’t find someone with broad enough skills and the approach I needed.
As a small business coach, I couldn’t make a mistake in this space. My clients were all watching my progress very closely. Paul completely changed my perception on what could be done from our very first discussion. He was incredibly detailed oriented. Skilled in contemporary marketing strategy. He drove me to new benchmarks.
I thought I was driven and goal oriented until Paul showed me that he had gears I hadn’t seen before. He created a list of tasks and content for me to rip into. He was on me every day to get it done. He guided me on best practice and gave me wonderful suggestions when I hit an impasse. Meanwhile he was rebuilding my website. With a stronger presence for SEO and organic growth. Better content and with a niche in the business coaching market.
The site was lightning fast. Paul wouldn’t rest until the job was done. It was so seamless. Something worth noting is Paul’s huge experience in photography so he has an elite eye for imagery and branding. I couldn’t be any happier and will continue to work with Paul as well as recommending him to my clients. He will not disappoint!”
“The website looks amazing! You have done a brilliant job. Being a small business, I needed the investment made with a new website to be on the mark and value for money. The insight I have been given with the considerations needed in the build of a website has been informative and motivating to keep growing my business. The feedback from clients has been only positive.”