MARKETING - EKO Android TV Product Marketing Campaign

I provided outsourced marketing support to Ayonz Pty Ltd to help create exposure for their new brand of EKO entertainment products.

EKO Android TV Product Marketing Campaign Case Study Paul D'Ambra Marketing Consultant

Summary

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.

New product marketing for the EKO Android TV Range pr reviews photo

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?

THE NEED FOR REGULAR MARKETING ACTIVITY

The EKO brand had opportunities to have a more regular level of marketing activity beyond Big W's catalogue schedule.

SEO OPPORTUNITIES FOR THE WEBSITE

The brand was being found using search terms that were 90% brand related vs more generic ones like 'Best Android TV'

THE BRAND NEEDED TO COMMUNICATE ITS STORY

Consumers wanted to know more about who the brand was and what it represented, this needed to be communicated on its platforms.

MORE VISUAL CONTENT & ASSETS NEEDED TO BE CREATED

There wasn't a library of brand lifestyle shots to show off the range of Android TV's in different environments or for public relations.

THERE WASN'T ANY 3RD PARTY REVIEWS AVAILABLE.

The products hadn't been reviewed on popular technology or entertainment websites.

THERE WERE GREAT OPPORTUNITIES TO IMPROVE ONLINE ENGAGEMENT

The brand was being talked about on lots of platforms so had a great opportunity to directly engage people online.

WHAT DID THE MARKETING SCOPE OF WORK INCLUDE

New product marketing for the EKO Android TV Range website updates photo

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

“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."​
Ziad Yaacoub Director AYONZ Australia Pty Ltd
ZIAD YAACOUB
DIRECTOR - AYONZ PTY LTD

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.

RECORD ONLINE SEARCH VOLUMES

The combination of marketing activities that I assisted with helped to deliver improved results quickly. While it was all coming from a relatively low base the trends were extremely positive and demonstrated a change in consumer behaviour. The brand has enjoyed the most online search activity to its website in over 12 months with even the LinkedIn profile & Facebook page delivering visibility growth for the first time.

New product marketing for the EKO Android TV Range Website Traffic photo
EKO Entertainment Facebook Page Fan Growth photo
New product marketing for the EKO Android TV Range promoted Facebook posts photo
New product marketing for the EKO Android TV Range LinnkedIn results photo
New product marketing for the EKO Android TV Range Product Review Profile photo

DEFINED BRAND POSITIONING STATEMENT

We crafted a more defined brand positioning statement that was then used across all online profiles and the website to help people understand who EKO was and what the brand represented. This included a major change from their online name of EKO Consumer to EKO Entertainment that enabled a more generic position to be created & international opportunities. The range started with just TV's but as of June 2020 expanded to include other products like earphones, dvd players and sound bars. These fit perfectly with the idea of 'Entertainment'

WEBSITE URL CHANGE & PAGE STRUCTURE UPDATES

The URL naming was changed to enable the brand to 'own' its identity across multiple countries to aid expansion. We also provided a number of suggestions as to how the page structures and key content elements should be presented to aid SEO. This included suggestions around improving UX with the removal of excess contact tabs, new 'About' and 'Warranty' pages and more. All the suggestions were derived from consumer insights data taken from online search behaviour from Google Analytics and Search Console.

THE FIRST 3RD PARTY REVIEWS EVER RECEIVED FOR THE BRAND

We carefully selected online media partners to help create online review content for the brand to aid online search and discovery for the brand. Reviews were generated by Women Love Tech, EFTM, TechAU & TechGuide with a mix of earnt and paid coverage created. We ensured there were links to the retail parter and the brand to drive conversions.

New product marketing for the EKO Android TV Range Google SERP photo

NEW CUSTOMER SERVICE RESPONSE FORMS

We assisted in making improvements to the information being captured by the website that gave the Customer Service team more accurate information to reduce the turnaround time of support requests. The data was also collated to create a database of support requests that could be reviewed quickly with these consumer insights used for further brand improvements.

New product marketing for the EKO Android TV Range Contact Page Updates photo

NEW ONLINE PROFILES FOR LINKEDIN, INSTAGRAM & PRODUCT REVIEW

New online profiles were set up to help the brand reach different types of Consumers or Industry contacts online. For each platform it enabled the brand to speak directly to people and engage with them online to improve Customer Service and general engagement.

New product marketing for the EKO Android TV Range Instagram Profile photo

GOOGLE ANALYTICS & SEARCH CONSOLE REPORTING

We provided analysis from Google's reporting tools to provide Consumer insights that was used to make operational changes. It also enabled the team to see for the first time the amount of search volume was being created for the brand.

New product marketing for the EKO Android TV Range Google Search Trends photo

CONTENT CREATION COLLABORATION

We worked closely with Women Love Tech to structure their review to aid SEO performance which helped deliver over 4,000 views with an incredible reading time of over 4 minutes on average. Their article has also achieved just over 15,000 search impressions in a short period of time meaning there will be long term benefit to the review content appearing online.

New product marketing for the EKO Android TV Range WLT Review Page photo

ENHANCED VISUAL PROFILE

We helped put new practices in place that would generate assets and more visuals for the brand to lift its visual profile when used online. This included updates to their Instagram and Facebook profiles so they can build creating engaged communities.

New product marketing for the EKO Android TV Range family lifestyle photography photo
New product marketing for the EKO Android TV Range Facebook Page scaled photo
Paul D'Ambra

Paul D'Ambra

I love to re-energise businesses by injecting energy into their marketing using data-driven consumer insights. I’ve motivated start-ups, small business owners and six-figure corporate brands to deliver incredible marketing impact.

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