Brand & Strategy
Repositioning a commodity product line
The line was sold on price because nothing else about it was being said. Three competitors made the same claims, and buyers had stopped…
Brand & Strategy
The line was sold on price because nothing else about it was being said. Three competitors made the same claims, and buyers had stopped…
What was stuck
The line was sold on price because nothing else about it was being said. Three competitors made the same claims, and buyers had stopped listening to any of them.
What we did
We found the one thing the product did that the others could not prove, wrote it as a claim, and rebuilt the spec sheet, the sales deck and the search pages around it.
What it moved
Price stopped being the first question. Qualified leads more than doubled inside a year, and the reps finally had something to say in the second meeting.
Next
Show spend dropped by more than half, one kit covered a full season of shows, and buyers walked…
Organic traffic rose seventy percent, the sites finally sounded like one company, and paid search could shrink without…
Twenty minutes. If I am the wrong fit, I will say so on the call.