The Situation
The manufacturer of EZMELTS – a dietary supplements brand – reached out to 4p Strategy in an effort to recraft their marketing strategy and relaunch their brand. There were a number of issues at play. First of all, there were a number of branding and brand reputation issues that needed to be addressed. Secondly, while one of the brand’s products had enjoyed enormous demand during the summer of 2009, the demand for that product category had declined tremendously. They needed to diversify. Lastly, their online presence was well below their competitors in an extremely competitive category such as health products. Their website was outdated and did not reflect their brand values. Their customer acquisition costs were extremely high, and they had been “burned” using an affiliate marketing strategy that ended up driving revenue, but producing an inordinate amount of customer returns. Their customer base was dwindling.
Our Strategy
We developed a multi-tier strategy for EZMELTS. First of all, we would rebuild the brand to give it a fresh, modern, competitive look. Secondly, we needed restore their brand reputation both online and off-line. In addition, we needed to update and modernize their online presence by building new landing pages, websites, social networking pages, and blogs. Furthermore, we set out to optimize their websites for increase positioning and rankings in the search engines.
The Results
- We redeveloped the branding standards and restored the brand’s reputation
- We updated the brand architecture and aligned it with the most searched terms and ingredients
- We realigned the pricing structure of the product line
- We built new landing pages, websites, social networking pages, blogs, etc.
- We created e-commerce stores on eBay, Amazon, and eCrater
- We led the redesign and redevelopment of the ezmelts.com website. It’s now a state-of-the-art website with a fully customized design, content management system and order management module.
- We optimized the “resveratrol” product landing pages. They became ranked on the first page of Google results for keywords such as: resveratrol, resveratrol tablets, resveratrol lozenges, resveratrol health, buy resveratrol, red wine resveratrol, resveratrol research, resveratrol studies, as well as dozens of others.
- We developed and customized social networking profiles in Facebook and Twitter. They now have hundreds of followers.
- We created and tested a search engine marketing campaign using Google Adwords. This led to further optimization of the website architecture based on the analytic reports.
- Customer acquisition costs were cut in half
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