So how do you successfully promote an existing product line going through a re-branding stage? First and foremost, it helps to have a good product with significant enough demand to eventually outweigh any short-term lack of customer awareness. Fortunately, our client had this. It was now our job to find them loyal customers.
A local company that does home improvement came to Apogee on a project level basis in order to help
improve his local rankings. They were one of the top reviewed companies but were slipping to the second
page on Google for business related searches.
The Livestrong Foundation had reached the height of its popularity. With the wristbands losing their impact, Lance getting off his bike soon, and most of the free positive press surrounding him leaving as well, all signs pointed toward a plateau – if not shrinkage — in their ability to carry out their charitable missions. Livestrong was prescient enough to understand that their current Agency, which supplied the marketing and branding during the easier years that got them to where they were, might not necessarily be a good fit for them moving forward, in more challenging times.
Two Problems, One Solution
The client was experiencing a high cost per acquisition through their paid search advertising. In addition, the client needed to gain more business through their organic search channel.
Cavender’s is a large regional western-wear retailer with 54 physical locations, as well as an Internet Retailer 500-sized web commerce operation. Privately owned, Cavender’s has grown to become the second largest seller of western-wear nationally and are strongly challenging the much larger chain Shepler’s.
At the time of the changing video rental environment, Blockbuster was still an internationally recognized brand, but was struggling to remain relevant as it fought losing battles on multiple fronts. NCR, the hardware equipment manufacturer (ATMs, Voting Machines, et. al.) had a different set of challenges. NCR lost the contract to provide kiosks to Coinstar-owned Redbox and were seeing the entirety of the hardware for kioskdriven on-presence movie rental go to one of their competitors.
In response, NCR decided that they would get into the movie rental kiosk business themselves, thereby securing a downstream customer for their core hardware capabilities. They decided to license the name “Blockbuster Express” from Blockbuster. NCR planned to launch several thousand kiosks that spread throughout a handful of metropolitan areas.