EKO Entertainment: outsourced product marketing for a new Android TV brand
Client location: Homebush West, Sydney NSW
- Highest website traffic the brand had seen in over 12 months
- First-ever mass media product reviews, secured across four outlets
- A refreshed brand identity built to support international expansion
- Improved customer service processes from better-captured enquiry data
He is a great talent who combines an in-depth knowledge of the market and the industry with an outgoing urge for success."
In 2020, AYONZ Pty Ltd, an Australian consumer electronics distributor, engaged me to provide outsourced product marketing for their Android TV range, sold as a private label exclusively through Big W. Rather than hire a junior full-time marketer within their budget, they brought in a consultant with the experience to run product marketing properly from day one.
What the brand actually had in place
Almost nothing beyond the basics:
- Google’s own certified Android TV partner status
- A Wix-built website
- An occasionally-boosted Facebook page showing promotional posts.
Everything else relied entirely on Big W’s own catalogue exposure which in itself is not a bad thing, for perspective they were selling thousands of TV’s given the footprint of the national retailer. Although it was all about high/low pricing promotions.
Checking the actual search data showed the real problem: over 90% of search volume was branded terms only, people who’d already seen the product in a Big W catalogue searching to check who made it, where it came from, whether it had a warranty, and what the reviews were like.
None of that information was actually available anywhere to help people with their purchase journey.
Even Big W’s own site showed strong product reviews that weren’t being surfaced properly. A genuinely interested customer had no way to build confidence in the brand before buying
What I actually did
- Recommended brand name, domain, URL and page structure changes to support SEO and future international use
- Improved customer communication and enquiry tracking
- Built a full library of product images and brand assets for use online and at retail
- Set up profiles on ProductReview and OzBargain for direct community engagement
- Improved workflow between the sales and marketing teams
- Built an internal content and review database
- Set up new Instagram, YouTube and LinkedIn profiles
- Ran PR outreach to secure the brand’s first-ever product reviews
The results
- The highest website traffic the brand had recorded in over 12 months, alongside first-time visibility growth on LinkedIn and Facebook
- A rebrand from “EKO Consumer” to “EKO Entertainment,” a deliberate, more ownable name that matched the range expanding beyond TVs into earphones, DVD players and sound bars, and supported future international use
- Genuine reviews secured across Women Love Tech, EFTM, TechAU and TechGuide, each including guaranteed links back to both the brand and its retail partner
- The Women Love Tech review alone generated over 4,000 views with an average read time past 4 minutes, and more than 15,000 search impressions, a genuine long-term SEO asset, not a one-off placement. I even helped with the SEO content optimisation for their article.
- Marketing work that reduced customer service load. Analysing the actual pattern of customer support enquiries showed the same questions coming up again and again, most of them things a website should have already answered. Adding proper About and Warranty pages, and clearing out clutter elsewhere on the site, directly cut those repetitive enquiries.
It’s a reminder that marketing’s job doesn’t stop at getting someone to the site, a website that actually answers a customer’s questions upfront also nurtures them toward buying with more confidence, and takes pressure off every other part of the business, support, sales, even brand perception, once someone’s already there.
What Ziad actually said
“I have known Paul for a few years professionally and on a personal level through a 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.”
Ziad Yaacoub, Director, AYONZ Pty Ltd
If you’re launching or growing a private label or distributed brand and need genuine product marketing support without a full-time hire, get in touch and I’ll show you what’s possible. I build genuine third-party proof, real reviews, real backlinks, real brand credibility, not just catalogue exposure borrowed from a retail partner. If your brand relies entirely on a retailer for visibility, see how I could help.
