Case study: LaptopBatteryExpress.com
the thinking
Defensible
No other laying claim to this
Demonstrable
find what you need in 2 clicks, get it in 2 days
Search for the opening
- No house list for a quick, low cost initial survey; must rely on client and our own instinct
Competitive research
- Well-entrenched, established competition
- Enormous head start in terms of back links and indexing
- All tout low price, if anything at all
- Just online stores with no effort at strategic communication
Message = SPEED!
the creative execution
Logo
Conveys speed
Website
Original design – 2x industry conversion rate
Updated for tablets
Build trust w/ testimonials & association icons
the media
AdWords
PR
PR
CSEs
BounceBack
Web Video
Directories
SEO
the result: SUCCESS!
$0 to $1.2M annualized in month 7
Conversion Rate twice the industry average
Why? Because we communicate a position that is most meaningful to the target audience – SPEED!
the proof
Survey results…
- Find It Fast? YES
- Get It Fast? YES
the kicker
Asked via follow-up surveys “What motivated you to buy?”, customers overwhelmingly said “Low Price.”
