Project Details
Problem:
- Consumer electronics company preparing go-to market strategy for new Android kids tablet
- Need to build online exposure and prepare for online and brick and mortar launch
- Need to tie online efforts to television ads launching 3 weeks prior to shelf date
We had been working with client on online brand building of their overall product lines for nearly a year prior to this product launch, so we were familiar with their audience and marketing strategies.
Project Scope:
- Prepare ecommerce portion of website to highlight new product
- Build SEO friendly pages related to product and targeted search queries
- Create targeted Pay-per-Click campaigns to
- Pull competitor searches over to expose new product
- Target general kid-friendly tablet market
- Tie directly to focus and messaging of television commercial to capture convergence leads
Outcome:
- Created SEO foundation to support all other marketing efforts
- Launched multi-focused Pay-per-Click campaigns to cast wide net over market
- Created environment to choose online consumer purchase or local retail lookup for in-person purchase options
Cost and Final Results:
- Project included 2-month preparation and build up, plus 3-month actual campaign run
- Total cost for 5 month project $30,000 (Avg $6,000/mo)
- Resulted in:
- Pre-orders met projections before launch date
- Direct orders exceeded forecasts by 143% by second month
- Opened two additional factories to try to meet product demand
- Couldn’t keep up with demand and pulled all marketing after 3 months in market
- In 3-months the tablet sold out online and in retailers across the US
- Generated $1.3M in online sales, and estimated $18M retail location sales