Industry/Niche: Personal Care and Cosmetic Brands
Challenge: Increasing brand presence and sales on eBay
Solution: Strategic Brand Positioning and Multi-Channel Marketing
Overview:
A beauty brand that focusses on personal care products needs to enhance its online visibility and increase sales on eBay in order to compete with other well-known brands.
They needed a strategic partner who would effectively position their brand while using this type of marketing to attract conversions.
Challenges:
- The highly competitive market leads to limited awareness of the brand.
- Low traffic flow as well as sales from existing eBay listings.
- Nonetheless, there was a need for an integrated brand strategy across several channels.
Strategy:
To meet these objectives, Wildnet Technologies came up with a plan that involved improving the following areas pertaining to the company’s presence on eBay:
- Brand Positioning:
- Developed strong visual representation with consistent messaging.
- Improved product listings by making them professionalized with quality images for a better understanding of what is offered and detailed descriptions of those items.
- Focused on unique selling propositions (USPs) and benefits from competitors.
- Multi-Channel Marketing:
- Using different social media advertising platforms to drive users towards eBay listings.
- Engaging in influential people’s (influencers’) endorsements is meant to create publicity about the company.
- However, email marketing was used for business promotions involving both traditional customers and new clients.
- Promotional Campaigns:
- Conducted seasonal campaigns that were supplemented by one-time offers only.
- Targeted ads running through eBay focused on increasing visibility.
- Provided bundle deals and discount packages in order to promote larger purchases.
Results:
- eBay traffic/sales increased by 50% within 4 months.
- Social media interactions were 25% higher than previous posts.
- Significantly improved recognition of the brand as well as customer loyalty indices
Additional Points:
- Competitive analysis carried out to identify market opportunities and gaps.
- Content calendars developed for social media and email marketing
- Customer feedback loops were implemented to constantly refine marketing strategies.
Conclusion
The strategic brand positioning and multi-channel marketing initiatives Wildnet Technologies undertook led to a significant rise in the beauty brand’s visibility and sales on eBay.
This case study is an example of how a well-designed strategy can drive successful branding.
