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
I engaged Paul to help tighten up my website. He was quick and gave good advice on where I could improve my sites language to be better found and more accessible.
I engaged Paul to provide marketing inputs to help our brand generate more leads. In a very short time he uncovered a number of marketing execution gaps, especially with our digital marketing. What impressed us was his ability to very quickly grasp lots of technical information and deliver a marketing audit that gave us a framework of practical steps across our sales & marketing teams to improve our results. 12 months on and Paul’s mix of website and seo development has seen the brand enjoy record visitor numbers, our highest ever organic search volumes & a constant flow of quality, Australian leads. His common sense, data driven approach to marketing has given us results that previous (very costly) agencies failed to deliver.
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We engaged Paul D’Ambra to revitalise our tired old website. Paul worked with our team diligently ensuring he educated himself on all aspects of our business and then went to work on creating an amazing website – Fresh – Interactive and Consumer informative.
I’m amazed at his professional work ethic and attention to detail.
Blown away by the end result and very grateful.”
“Contacted Paul after getting pushed around the ringer with other companies, straight from the start he told me what i needed to do to improve my company and gave me a detailed quote explaining this. very! very! happy with my new website and look forward to working with you further to develop my marketing strategies.”
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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.”
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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!”
“The audit is like nothing I have ever seen before! Can’t wait to get through all of the points and dominate online with your help!”