Digital marketing, public relations and seo to reach more consumers
In 2020 I was engaged by a local Australian consumer electronics distribution company to help provide outsourced product marketing support. The company wanted to build the profile of its range of Android TV’s that was being marketed under the name of EKO in Australia. They wanted to improve their digital marketing, public relations exposure & create content to engage their consumers while supporting their retail partners.
They had considered hiring another employee to focus on marketing, but with the available budgets it would have meant employing someone with relatively little experience. Their other option was to contract a freelance marketing professional which means you save on all the typical on-costs of a full time employee, but can secure a person who has maybe 5 or more years experience, with a proven track record. In this instance they chose to hire me as their marketing consultant, this immediately gave them someone with over twenty years of experience, only paying for what they need.
I was contracted to help support their exclusive retail partner as their range of Android TV’s were being sold as a form of private label exclusively through Big W. Quite a few retailers in Australia take this approach to their ranging, they will have their own in-house brand, their own exclusive brand as the next price point & then a range of global brands to complete their range. This helps them achieve a mix of price points & margins to make a category commercially viable in a retail store. For this marketing execution the outcome needed to be a more systematic way to increase the awareness levels of this consumer electronics brand using social media and public relations but in a way that could be measured easily. The marketing execution I delivered lead to record levels of online exposure for the brand in a short space of time as well as a wide array of marketing operation improvements.
THE MARKETING BRIEF
There was very little product marketing being executed for the EKO Android TV range
The range of Android TV’s from this brand had first been released in 2019 in Big W with great success. The combination of Google’s new operating system & very competitive price points hit the sweet spot for the type of consumer segment that Big W focussed on. The majority of time & energy being spent on marketing was to secure regular catalogue exposure via the retailer because it would fuel bulk purchases in 100+ retail around Australia to be sold in stores or online . Getting the product promoted this way was helping to slowly grow brand awareness through leveraging the retailer’s household name.
Develop online profiles to create cost effective consumer engagement
With very limited resources the team managing the brand had focussed their efforts around;
– securing approval from Google to use the Android TV platform (they even became a certified Android TV partner)
– created a brand website using Wix
– establishing a social media profile on Facebook using ‘boosted’ posts on occasion
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 fuel growth in Australia. Plus their retail partner was expecting to see some external brand awareness activities to give them confidence to keep stocking the range & to help with sell through.
How were consumers discovering the brand?
Over 90% of online search volume came from brand-specific terms. This indicated consumers were looking for information about the brand each time it was featured in Big W’s brochures or online advertising. Very generally, people wanted to know;
– who made the brand
– where did it originate from
– did it have a warranty
– what were the product reviews like.
Unfortunately finding any of this information proved difficult for most people as it wasn’t available on the brand’s website or other sources. Without being able to measure it (or see it) quite a few people most likely weren’t choosing to purchase simply because the most crucial information they were after wasn’t available. What was also more puzzling is that Big W’s website was indicating lots of great product reviews, but they weren’t being displayed.
So essentially it was fairly difficult for a consumer to establish how credible the brand was, the support available & what other people thought – these are fundamentals needed for consumers to make decisions.
WHAT WERE SOME OF THE MARKETING CHALLENGES?
WHAT DID THE MARKETING SCOPE OF WORK INCLUDE
I was contracted to provide marketing consultation and assistance to improve the execution for the brand.
How should new brands use marketing to get exposure?
How can a start up brand get brand exposure? Sometimes a new brand might catch a lucky break and be spotted by a celebrity or an influencer that shows off the item on their social media feeds, this can help kickstart their awareness & there are lots of examples of this. Although for most newly created brands more traditional methods have to be established to being building consumer awareness.
Advertising is the fastest & simplest method, but obviously is the most costly & not necessarily sustainable. Furthermore in today’s crowded market how many mediums do you try & what budget is needed to get real cut through? Different approaches can be taken though, including gorilla marketing where you advertise using Google Ads with keywords or ads targeted at competitor models or brands for example.
A public relations outreach can be done to get reviews, mentions or even announcements published on a website, blog, magazine or newspaper. Although many traditional pr opportunities these days are paid advertorial, so even this can prove to be costly. The long term benefit of a review is when it is written and displayed online with a link to the brand’s website. This can help create backlinks, improve SEO performance and convert readers by taking the straight to the product.
Influencers are the buzzword of the marketing industry with thousands of ‘everyday’ people building audiences that they can supposedly ‘influence’ so for some brands this could be a quick way to get exposure, but most consumers these days aren’t easily fooled. So if the person isn’t genuine or has a ‘fake’ audience the time & money spent could be a waste of marketing budget. Quite a few influencers also don’t have any supporting platform like a website, eMail database or anything else that can be used to reach their audience. This means your piece of content quickly gets lost amongst newsfeeds.
Social media is the ‘go to’ execution for nearly any brand these days, but so many fail to do this properly & eventually the content just becomes a flow of one way advertisements rather than an engaged community of loyal brand advocates. Too many companies make the mistake of thinking that because everyone uses social media they will enjoy seeing a brand there. Plus anyone responsible for social media has to realise that every platform makes money from advertising – it isn’t there to help brands, it wants your advertising dollars.
Organic search – for any new brand you will get found for your name relatively easily (if people know who you are). Although the more challenging aspect is getting found for terms related to the problems your brand can solve or the types of situations it can be used in. So for example the EKO range of products are ‘smart tv’s with built in apps and of course using the Android TV operating system. There will be consumers looking for information about those market segments who don’t know any particular brand and are researching. A new brand can get found this way by creating rich content on those topics to help consumers with their research & decision making. Some may say this is a waste of time, but it is exposure for the brand that you wouldn’t ordinarily get.
What marketing results did I deliver?
A NEW PRODUCT MARKETING BASELINE WAS ESTABLISHED.
Within a short time period I made a number of fast changes to the product marketing executions that delivered significant shifts to how the brand was reaching consumers online. This also helped establish a new baseline for the team to work from & continue developing their efforts.