Strategy + Implementation
Summary Statement
Working alongside an agency with their client Pop Sonic, an electric toothbrush company, my marketing group was tasked with enhancing the marketing reach of the client. The overall goal was to push sales more towards Pop Sonic’s website so that they would be less reliant on QVC. Our goal as a team was to legitimize Pop Sonic’s online presence by revamping marketing tactics to drive sales.
Project Overview
Starting with research, we utilized primary and secondary sources. Main findings from primary research indicated that people appreciated the low prices that Pop Sonic had to offer—and that the price differences between Pop Sonic’s website and QVC’s were an issue. Secondary research gave insights into the target market, where the company has previously been successful, and pitches on how the website could be improved. We also completed competitor research and found strong competition on quality and aesthetic. Largely from this, we saw a lacking social media presence for Pop Sonic compared to competitors.
Our recommendations were to redesign the website, optimize social media, create consistent pricing and messaging, and to implement a SEM campaign. For each of these areas of improvements, we recommended specific courses of action, giving tools and knowledge on how to get the job done.
Final Assets
In the end, we handed Nerland Co an outlining document, containing research, recommendations, implementation, and creative work. Pop Sonic will have a newly improved, and much needed, website published in the near future. Afterwards, they may refine their social media, messaging and pricing, and SEM campaign.
Below are examples of creative pieces we created for the client. The left is an image for a paid Facebook ad, ideally leading the customer to the website to convert. The image on the right shows photos taken, which created a consistent lifestyle aesthetic.
