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Effect Audio

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Capability Development Grant (CDG) Case Study

Brand & Marketing Strategy Development

Client Overview

Effect Audio specializes in high-end audio Upgrade Cables. They cater to the niche market of audiophiles and music industry professionals, with customers having a moderate to high level of technical expertise and expectations. They had an existing eCommerce website showcasing their products as well as Social Media pages on Facebook and Twitter.

Project Vision

The client wanted to have a better understanding of the market in terms of: (1) their competitors, (2) their target consumer base and (3) customer perception of Effect Audio. Effect Audio also sought to improve on its web content and design to better align with its core brand values and style. The client also wanted a clear road map of how to leverage their existing Facebook page to perform active Social Media Advertising to new and existing customers, as well as explore the possibility of branching out into brand new marketing platforms such as Search Engine Marketing on Google.

The Verz Process: From Vision to Reality

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PHASE 1: MARKET RESEARCH AND ANALYSIS

Studying the Client’s Business

Verz Design started by conducting an assessment of Effect Audio’s business. Representatives from Effect Audio were interviewed to gather the brand’s core capabilities and perceived branding identity.

Verz Design We also identified some key strengths and weaknesses in the client’s ongoing marketing initiatives as well as conducted a brand and marketing assessment of their eCommerce site and made recommendations for improvement. In addition, we studied historical web traffic data and extracted some meaningful trends observed.

Verz Design We also identified some key strengths and weaknesses in the client’s ongoing marketing initiatives as well as conducted a brand and marketing assessment of their eCommerce site and made recommendations for improvement. In addition, we studied historical web traffic data and extracted some meaningful trends observed.

Studying the Market

Verz Design researched and identified key competitors to Effect Audio. In addition, we created and implemented a market perception survey, gathering data from 95 members of Effect Audio’s target customer base. A report was generated based on the survey data, including an analysis of the findings and recommended course of action for the future.

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PHASE 2: DEVELOPMENT AND IMPLEMENTATION

Copywriting / Enhancing Web Content

Based on the brand and marketing focused assessment of Effect Audio’s eCommerce site, we created new copy for Effect Audio’s site that would emphasize its key selling points and with greater marketing impact. Here are some examples.

  • Banners

    Adding Banner Taglines

  • Brand New Copy

    Describing Bespoke Capability

  • About Us

    Stronger Branding Angle

  • Products

    Polishing of Product Descriptions

Web Design and Development

Effect Audio’s website was also revamped to improve functionality, ease-of-navigation and style. On top of implementing a style that mirrored the colours in Effect Audio’s logo, additional features include sorting function for products, breadcrumb navigation and re-designed page banners.

  • Effect Audio Homepage

    Revamped Homepage

  • Inner Pages Banners

    Revamped Inner Banners

  • Inner Pages

    Revamped Inner Functionality

Internet and Social Media Marketing Blueprint

Verz Design also tapped into industry research and expertise to formulate in-depth strategic roadmaps for Effect Audio to conduct active marketing on global #1 Search Engine Google and #1 Social Media platform Facebook. This included proposals for the exact campaign structure and keywords as well as well-defined proposed configurations of precise consumer personas to target.

In addition, Verz Design custom designed 4 separate ad banners for Effect Audio’s marketing efforts: 2 for Search Engine Marketing and 2 for Social Media Marketing. Both the Search Engine Marketing banner designs were configured to the 5 most popular dimensions on Google Display Network, giving the client a total of 10 usable Search Engine Marketing ad banners.

  • Sample Page

    Fr: Social Media Strategy Blueprint

  • Google Display Banner #1

    Search Engine Marketing Ad

  • Google Display Banner #2

    Search Engine Marketing Ad

  • FB Marketing Banner #1

    Social Media Marketing Ad

  • FB Marketing Banner #2

    Social Media Marketing Ad

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PHASE 3: KPI ANALYSIS AND MANAGEMENT REVIEW

Following the completion and launch of project initiatives like the revamped website, Verz Design conducted a review and reported on the Key Performance Indicators and performance across various digital platforms.

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PHASE 4: TRAINING

Effect Audio received face-to-face training along two branches: CMS training for self-management of website backend and marketing training for self-management of Google Adwords and Facebook Ad Manager.

Verz Design also prepared training manuals for each of these two branches of training for the client’s ongoing reference.

Bringing it all togetherBringing it all together

The Brand and Marketing Strategy project undertaken by Effect Audio really tapped into the attention to detail and strategic foresight emphasized by SPRING Singapore’s Capability Development Grant (CDG).

Verz Design prepared deliverables that boosted Effect Audio’s brand strength along a variety of different angles, strengthening the credibility, consistency, functionality and internal expertise of its brand across its digital platforms.


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