Case Study
PIvot STRATEGYPIVOT STRATEGY
Adapting Marketing Strategy to Market Changes
The dynamic nature of markets can significantly impact how a company reaches and engages its audience, requiring a pivot in marketing strategies to stay competitive and relevant. Shifts in consumer behavior may require a business to adjust its messaging or embrace new channels. Similarly, heightened competition might push a business to refine its value proposition or explore untapped niches.
PIVOT STRATEGY
Aligning Channels and Messaging to Market Changes
Challenge
An international manufacturer of aesthetic devices introduced and began building market awareness through a successful B2B prospective client email journey. The next step was to implement direct sales efforts and educational product demonstrations via a network of contracted sales reps. However, as a result of the outbreak of COVID, in-person sales calls were not possible due to a shut-down of customer businesses.
Solution
To continue to introduce its brand into the US market, the company pivoted from in-person product demonstrations to webinars. Two separate email journeys were created to support the introduction of the webinar series. The original email journey was revamped to include links to instructional videos and a call-to-action to sign up for an introductory webinar. For prospective clients indicating an interest in the product, an email journey was created highlighting several of the company’s product variations and calls-to-action to attend webinars associated with these products.
THE RESULTS
The company created a series of webinars to inform and educate prospective customers about its products during COVID. Through email marketing efforts, attendance at the webinars exceeded company expectations. Additonally, the geographic reach of the launch was greater than orginally planned and was supported by the company’s internal sales reps in the US. The company also leveraged video from the webinars for use on social media and as content for its Youtube channel. The program was so successful that the company utilized the same process to introduce two new product line extensions as well as the additional product offering.