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.
THE MARKETING BRIEF
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 WERE SOME OF THE MARKETING CHALLENGES?
WHAT DID THE MARKETING SCOPE OF WORK INCLUDE
I 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 MARKETING OUTCOMES I 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.