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In order to bring a better customer experience surrounding new products, HP decided to create a rewards program that offered points and bonuses for every purchase.
This provided customers with the chance to exchange their points for original printer cartridges or get an instant gaming key for their new gaming PCs.
HP aims to bring its customer experience in regards to new products to a new level by offering points and bonuses for their purchase.
The customers will have the chance to exchange their points for original printer cartridges or get an instant gaming key for their new gaming PCs.
Plus, HP has a large number of retail and online stores, which makes this marketing initiative hard to be implemented, monitored and ROI measured. The other hand, a sales force training program is costly and difficult to be implemented. In addition, there are too many online shops and websites to connect with efficiently.
We created an online program where the customers have the chance to register
their new products and get points or instant bonuses.
With this program, HP has a better understanding of how many customers have been enrolled in the rewards program,
how they behave within the program, and which marketing campaign was most successful at driving additional users.
Some of our deliverables included:
Xerox wants to sustain their ability to simplify work and improve productivity by promoting their printers with Xerox® ConnectKey® Technology to the business audience. On top of that, Xerox aims to generate leads for their sales force that will be redistributed to their resellers.
Their website was a company website with very few critical touchpoints in influencing customer’s decision – but it wasn’t created for this scope, and was ultimately unsuccessful in securing leads. In addition, the leads that Xerox did capture weren’t sent directly to the sales force.
Creating the frame for customer engagement and conversion started with an in-depth
audience analysis and customer journey mapping based on Xerox’ Sales Force insights.
Some of our deliverables included:
doForms product is a complex, highlight scalable mobile forms software solution. It allows customers to build custom forms in minutes.
However, their valuable product was overshadowed by a cluttered interface that was bogged down by too many unused web pages.
doForms wanted to generate more leads, garner more brand visibility in the market, and rank better for specific keywords in order to generate better organic traffic. In addition, the client aimed to improve on-site metrics, such as visitors, time on site, lower bounce rates, and more.
In order to improve the website’s aesthetics, organization and value,
Digital Silk decided to create a new website step-by-step.
By prioritizing tasks in a step-by-step process, we were able to improve
their website without disrupting sales and existing customers.
In addition, this approach allowed our team to measure success accurately and determine
which tactics caused the greatest improvement for doForms. This data continually informed our strategy.
Some of our deliverables included:
A digital strategy is an all-encompassing guide to build a better, more effective online presence. The strategy begins with outlining the target audience, competitive analysis, goals and key performance indicators, and the existing user journey.
Digital strategies are utilized to improve the performance websites, mobile apps, marketing campaigns, paid advertisements, and more. Common goals include increasing organic website traffic and campaign revenue.
A “brand” is a promise to the customer about the kind of product or experience they are purchasing, and how they will feel when they use it. And a brand strategy is the roadmap to create that emotional response from customers.
Elements of a brand strategy include a brand statement, mission, promise to customers, value, personality and tone, logo, and more. Stronger branding leads to increased brand awareness, visibility, customer retention and, ultimately, revenue.
A communication strategy aims to provide consistency in storytelling and brand messaging. A communication aids in building a strong brand identity through overt, external messaging directed to the target audience.
Although communication strategies are similar to brand strategies, they differ in their uses and deliverables. For instance, common communication strategy takeaways include taglines, language and phrases for email marketing, social media, website copy, press releases, and blogs, descriptions for products and services, and more.
Before we begin creating a digital strategy, we first host a kickoff call with the client. In this call, we discuss their brand strategy document, which outlines the client’s perspective on items such as brand value, mission, demographics, competitors and goals.
The digital strategist also provides insights into the brand strategy, helping to hone in on the most valuable goals, competitors, and ideas that will ensure the campaign is successful.
Following the kickoff call, the digital strategist and team members will conduct a full analysis of the client. We examine every platform, from social media and websites to paid media ads and press coverage.
This stage empowers the digital strategist to identify the areas where a client excels and where they need additional support – all of which inform the strategy and deliverables.
The digital strategist will finalize a comprehensive list of competitors – both from our perspective and from the client’s perspective – to analyze. We will highlight their shortcomings and successes, determine what effect they had on the business, and underscore how that tactic could be implemented in a unique way into the client’s project.
Finally, after the digital strategist has gathered all of the background information on the brand and its competitors, they will compile the final list of recommendations and specific deliverables. These will be highlighted in presentation and daily updates sent to the client, along with specific due dates to keep the project on track.
The purpose of branding (or rebranding) is to develop a unique identity your audience will connect with. To do so, we will develop a deep insight into your audience’s behavior, aspirations and expectations.
Brand positioning is a tailored strategy that will differentiate your brand from the competition, while shaping your audience’s perception of your business and offering.
Consistency in visual identity is key to brand retention. We will develop a brand style guide that will document and ensure a coherent use of your brand’s visual assets.
From your marketing materials to customer service, we will define your brand’s messaging including taglines, language and communication style.
From your existing structures to market and competitor analysis, we study your organization and business environment. We look at where you stand in the market and devise a strategy to help you get to where you aspire to be.
This process allows us to identify your threats, opportunities and innovative tactics to grow your brand’s reach.
Depending on our communication analysis and your business needs, we will define the SMART (specific, measurable, attainable, relevant and time-based) goals and KPIs that will guide and measure our performance.
These can include raising brand awareness, retention and loyalty, improving customer acquisition, product promotion and more.
By now, we know where you stand in the market and where you want to be. The next step is to identify the channels that will lead you to your goals.
Our brand and communication experts will decide on what platforms to use, schedule to follow and the overall strategy that will maximize the return on your investment.
With increased exposure comes the need for strategic reputation management.
Our team will outline the potential weaknesses to address and monitor, develop a process and platforms for addressing crises, and appoint a person in charge of handling such events.
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