gs|m campaign case study
DESCRIPTION
From product naming to organisation of multi-week sales campaigns, we have proven ability to attain results. The case study examples 9 ways in which GS|M can work with you. Contact us to learn more about how we can cooperate together. www.goldshoremedia.comTRANSCRIPT
GS|M CAMPAIGN CASE STUDY
LISTEN
Learn about you, your project, and your vision
BRANDING
Market research & finalise project name, slogan, logo design & VI
PRODUCT & ANIMATIONS Tailored photo shoot and/or animation delivering high quality product images
VIDEO PRODUCTION
Create video that addresses all key product characteristics and advantages
CONTENT & PRICING
Well organised and structured material, supported by relevant images and headings
WEBSITE & ONLINE PRESENCE
A project landing page with key information that redirects to your live campaign
MEDIA EXPOSURE
A customised press kit sent to 50+ relevant media groups
24/7 CUSTOMER SERVICE
Customer engagement via 24/7 customer service, backer updates, and social media posts
CAMPAIGN LAUNCH
Constant supervision and updating in alignment with agreed performance indicators
CASE STUDY
01
02
03
04
05
06
07
08
09
AUTHORISING COMPANY:In September 2013, Australian based entity Torrap De-sign Plc commissioned GS|M with organising and ex-ecuting its’ as-of-then unnamed smart device project.
ROLE & RESPONSIBILITY:GS|M quickly ascertained the project purpose to be in-troducing a new generation of smart plugs and LEDs to market. With prototypes ready, GS|M was tasked with naming and branding the project, as well as orchestrat-ing and managing the projects’ Kickstarter campaign.
DURATION:Commencing in September 2013, the Plugaway Project involved 3 distinct stages and ran for a total period of 15 weeks. Stages included:
6 WEEKS PREPARATION 7 WEEKS CAMPAIGN MANAGEMENT 2 WEEKS POST CAMPAIGN SERVICE
RESULT:Attaining 325% of the agreed financial goal, over-subscribed investment, and 40+ partnership offers, the Plugaway Project case study examples application across a broad range of campaign services that GS|M has to offer.
THE PLUGAWAY PROJECT
WWW.GOLDSHOREMEDIA.COM
01 LISTEN
01 LISTEN
WHAT: Learn about you, your project, and your vision via proactive discussion and market re-search
WHY: Provides objective rationale for founding clear campaign aims, marketing directions, key selling points, and communication style.
CASE: We identified Plugaway’s competition to be weighted to B2C markets. Aware of limited available resources, we recommended a B2B strategy that would target partners able to sup-port future distribution, financial and marketing needs. Plugaway’s Kickstarter therefore had to demonstrate professional ability in a friendly, open, and transparent business manner.
LEARN ABOUT YOU, YOUR PROJECT, AND YOUR VISION
GS|M CAMPAIGN CASE STUDY
02 BRANDING
02 BRANDING COMPLEMENTARY PRODUCT NAME, SLOGAN, LOGO DESIGN AND VI
WHAT: Finalise project name, slogan, logo design, project colour(s) and type font(s)
WHY: Strategically position your projects’ image to attract your target customer and distinguish yourself from competition
CASE: The Plugaway name succinctly defines the products core function, a ‘plug’ controlled from ‘away’; whilst through the well-known English idiom, also addresses the products core user-benefit of convenience: Furthermore, the logo’s iconic RGB ring is now recognised as highlighting a key product differentiation point between Plugaway and other smart plugs.
Orero exped quos sequamus, sum faccae eum solorere sit et, si arum sum dolecum escia nus.Onserit, sust, num quos nusam, utem aut.
WHAT: Tailored photo shoot and/or animation delivering high quality product images
WHY: Provides eye-catching graphics and visu-als that aid potential customers to understand your product
CASE: In addition to providing high-res product shots, we animated a 360o view of Plugaway’s internal components to create a high-tech im-pression that reassured regular consumers. This also facilitated volunteer involvement from a large pool of engineers who were able to provide technical advice and feedback regarding ongoing product development.
WWW.GOLDSHOREMEDIA.COM
03 PRODUCT & ANIMATIONS
03 PRODUCT & ANIMATIONS EYE-CATCHING GRAPHICS AND VISUALS
GS|M CAMPAIGN CASE STUDY
WHAT: Create video that addresses all key product characteristics and advantages
WHY: Effective videos rope in potential customers and encourage them to learn more
CASE: During Plugaway’s campaign, over 10% of video viewings resulted in a product purchase. In additional to Plugaway’s main campaign video, GS|M provided 3 support videos, including: event documentation, video update and 360º product animation.
04 VIDEO PRODUCTION
04 VIDEO PRODUCTION
VIDEO THAT ADDRESSES ALL KEY PRODUCT CHARACTERISTICS AND ADVANTAGES
05 CONTENT & PRICING
WWW.GOLDSHOREMEDIA.COM
BALANCED CONTENT THAT ADDRESSES MARKET QUESTIONS
WHAT: Well organised and structured material, supported by relevant images and headings
WHY: Make customers feel safe about your project and intentions to increase the likelihood of their support
CASE: We comprehensively provided all English written materials for the Plugaway Project. This included: product use, stages of product development, team introduc-tion, etc. Utilising internally provided cost projections, we also developed Plugaway’s affordable pricing policy to balance project aims, market expectations, and market perceptions of value.
05 CONTENT & PRICING
GS|M CAMPAIGN CASE STUDY
06 WEBSITE
WHAT: A project landing page to summarise key information that ultimately redirects to your live campaign
WHY: Company websites help legitimise your company’s identity
HTTP://WWW.PLUGAWAY.CO 06 WEBSITE CREATE AN IDENTITY & ONLINE PRESENCE
CASE: Utilising prepared content, we registered and built a landing page. Plugaway.co acts as a simple plat-form that provides easy-to-navigate links to key project materials, including campaign page, supporting videos, and registration for updates. Outside of Kickstarter, Plugaway’s website was the 3rd main source of customerscreated/managed:
WHAT: A customised ‘Press Kit’ (team biogra-phies, project story, product images, etc) sent to 50+ relevant media groups
WHY: Media attention increases exposure and builds traction for your campaign
CASE: We produced and contacted over 50 media groups operating across three sectors of: smart home, technology trends, and mass media. Through Plugaway’s Press Kit, we were able to facilitate worldwide exposure via the BBC, cnx-software.com, Digital Trends, Gigaom, HTC, Huffington Post, Springwise, Techcrunch, and many more.
WWW.GOLDSHOREMEDIA.COM
CREATE AN IDENTITY & ONLINE PRESENCE 07 MEDIA
EXPOSURE ORGANISING MEDIA TO TELL YOUR STORY
07 MEDIA EXPOSURE
08 CUSTOMER SERVICE
GS|M CAMPAIGN CASE STUDY
WHAT: Customer engagement via 24/7 customer service, backer updates, and social media posts
WHY: Speedy enquiry responses demonstrate ability and sets a professional tone to prospective partners
CASE: Through regular and upfront communication, Plugaway was able to secure a loyal follow-ing a customers who have offered free professional services. These include but are not limited to: beta-testing, blogging and media exposure, packaging design, technical advice for certification application, translation support, etc.
08 CUSTOMER SERVICE
THE CUSTOMER’S PERCEPTION IS YOUR REALITY.
24/7 CUSTOMER SERVICE & TRANSLATION SUPPORT
09 CAMPAIGN LAUNCH
WWW.GOLDSHOREMEDIA.COM
WHAT: Constant supervision and updating in alignment with agreed performance indicators
WHY: Well managed and maintained campaigns attract broader business opportunities
CASE: 325% financial goal + over-subscribed investment + 40 partnership offers = SUCCESS!
09 CAMPAIGN LAUNCH RECORDING MEASURABLE RESULTS