Challenge
A highly successful eCommerce business offering wholesale category cable, trueCABLE had seen explosive growth since its inception and came to HMG ready to expand its market and clientele beyond its current Amazon base. In order to compete with customer loyalty on Amazon, trueCABLE knew a strategic approach to its brand and marketing tactics would be critical.
Solution
BRAND STRATEGY HMG dove into learning about the company, held customer interviews, and performed a brand discovery workshop to gain insight about trueCABLE’s identity as a brand and its ideal customers. After extensive research and analysis, we presented trueCABLE with a comprehensive Brand Toolkit, outlining brand characteristics, positioning, and messaging. MARKETING STRATEGY Using these newly established brand guidelines as a blueprint, we crafted a marketing strategy that defined unique characteristics for each of trueCABLE’s target audiences. Detailing out the most effective way to engage each persona (with strategic messages tailored for each audience), we outlined the best channels with a recommended timeline and budget for execution. MARKETING PLAN With a holistic approach incorporating email, social media, PPC, SEO, and website marketing efforts, we knew an effective plan for trueCABLE would require a clear roadmap to track goals, benchmarks, and progress over time. For each goal, we set metrics to track our progress. We developed a priority list of initiatives to follow and execute on over the next year including: • Redesign the current Shopify site to create a better experience for cable buyers and boost overall sales. • Build an engaged online community across multiple social media platforms. • Generate leads with website conversion optimizations such as newsletter subscription form and promotional offers. • Create a custom email template and establish a cadence of monthly email campaigns to distribute content, delight customers, and nurture leads. • Establish trust and thought leadership with valuable, relevant content. WEB DESIGN Our first step was to address the current website. While it served as an effective ecommerce platform for the brand, the user experience left visitors frustrated and confused. Most importantly, it didn’t convey the simple cable buying experience trueCABLE was aiming to offer. Our team reskinned the site with a beautiful, clean aesthetic that represented the friendly and innovative trueCABLE brand. We simplified the navigation so users could more easily browse for products, find specific details on each product, and easily navigate through the checkout process. WEB DEVELOPMENT The trueCABLE team wanted to build on the momentum of the existing site, so we opted to leverage the capabilities of the current Shopify framework. We extended features and functionalities within Shopify to provide a seamless ecommerce user experience, allowing potential buyers to filter their purchase by application, shield, style, and theme, and providing a quick and secure checkout process.
Results
Throughout the last year, the HMG team has had the opportunity to partner with trueCABLE through nearly every service we offer, becoming a truly integrated extension of the trueCABLE team. After partnering with HMG for over a year, trueCABLE’s brand has experienced monumental growth. From a relatively unknown cable brand to a top contender among industry professionals, trueCABLE has established itself as a trustworthy, friendly manufacturer of high-quality cable products. As a result of our overall marketing efforts, website sales increased over 7% from 2018 to 2019 (1,000% increase in revenue). After the new site launched, we saw those numbers skyrocket! Below are stats from the first four months after site launch, compared to the previous four months leading up to launch: • 16% Increase in Site Revenue • 75% Decrease in Bouce Rate • 31% Increase in Unique Pageviews • 69% Increase in Active Users Now, we continue to enjoy an active and thriving partnership with trueCABLE in support of its booming business and expanding brand. The best part? The results aren’t slowing down, and neither is the momentum of the HMG/trueCABLE partnership!
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