Case Study : The Van Trump Report – Create a Brand and Grow Loyal Customer Base

The Challenge

Within a six-month window, the Amazon team and its partners needed to create a more sophisticated B2B strategy and brand informed by global research, including the look, feel, tone and approach.

Amazon Incentives also needed to better align its sales and marketing efforts, creating new global marketing materials and sales training to help the sales team better engage with its target audiences. The goal was to accelerate double-digit growth of a product offering that includes gift cards, Amazon Prime membership and Audible access all under a new brand offering called Amazon Incentives.

Our Approach

Amazon needed to engage in a process that involved realigning the sales and marketing process around a better defined digital buyer’s journey. The marketing content needed to drive top of funnel activity and eventually execute a final sale. The group engaged in a global research project, executing hundreds of global quantitative and qualitative strategic surveys to better understand buyers, their needs and their understanding of the Amazon brand.

Develop a distinct and value-based brand positioning strategy to grow a loyal customer base. The strategy included building a framework for content marketing, which expressed the differentiating truths behind the brand.

Using a system of graphic expression, we reintroduced Chicago Pneumatic’s services and solutions to the channel, while elevating its brand position and exposure.

The company’s identity system was designed with an emphasis on brand language, sharp visual contrast and refined details to communicate high performance and power.

The Results

28%

Year-over-year Sales Increase!

Minimized cost of customer acquisition, while improving business bottom line.

Strengthened Agrium brand preference and product line consideration.

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