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Category: Case Studies

  • Phoenix Siding

    Phoenix Siding

    Blake originally came to us for a digital marketing audit, to help identify areas that could be improved.

    We completed the marketing audit and discussed with Blake the findings and recommendations.

    After Blake had time to digest the Marketing report, he instructed Friendlier Marketing to undertake all of the findings.

    The main areas of interest were refreshing the Phoenix Siding website, improving their presence on social media, and providing on-going marketing coaching and consulting.

  • The Basics of Brand Positioning for Small Businesses

    The Basics of Brand Positioning for Small Businesses

    The Basics of Brand Positioning for Small Businesses

    For a new business owner, the world of marketing might seem daunting. Terms like ‘brand positioning’ could feel distant, reserved for big corporations with deep pockets. But in reality, brand positioning is equally, if not more, crucial for small businesses. Let’s break down this essential concept and discuss its significance.

    What is Brand Positioning?

    Brand positioning refers to the unique space your brand occupies in the minds of your customers. It’s how you differentiate your product or service from that of your competitors. Think about it: in a world flooded with options, why should someone choose you? The answer lies in effective brand positioning.

    The Components of Brand Positioning

    1. Target Audience: Understanding who you’re speaking to is fundamental. Your audience defines how you communicate. Are they millennials looking for sustainable solutions? Or retirees seeking reliability and simplicity?
    2. Unique Selling Proposition (USP): What makes your product or service stand out? It might be the quality, the price, the way it’s made, or something entirely unique.
    3. Brand Promise: This is the value or experience customers can expect every time they interact with your business.
    4. Brand Personality: If your brand were a person, what would they be like? Are they sophisticated and premium or fun and playful?
    5. Value Proposition: This goes beyond the features of your product. It’s about the benefits – the real, tangible value customers receive.

    Why is Brand Positioning Essential for Small Businesses?

    1. Clarifies Your Business Identity: Brand positioning solidifies your identity. You understand your strengths and the unique space you occupy in the market. This clarity streamlines other aspects of your business, from product development to customer service.
    2. Facilitates Targeted Marketing: Knowing your positioning aids in targeted advertising. You know whom to target, where they hang out, and what messaging resonates with them. This means efficient use of marketing dollars, which is crucial for small businesses.
    3. Sets You Apart From Competitors: The marketplace is crowded. Through brand positioning, you can highlight what makes you different (and better) than the alternatives.
    4. Creates Emotional Connections: Businesses that stand for something – that have a unique voice and position – tend to create more profound emotional connections with customers. These connections can foster loyalty and lead to repeat business.

    The Positives of Undertaking a Branding Positioning Exercise

    1. Focused Strategy: Instead of trying to be everything to everyone, you’ll have a clear roadmap. Your strategies, whether they are for product development, marketing, or sales, will be aligned with your brand’s core position.
    2. Increased Customer Loyalty: Customers resonate with brands they can relate to. When you position your brand correctly, you become more than just a business; you become a part of your customers’ lives.
    3. Optimal Resource Allocation: Small businesses often work with limited resources. A well-defined brand position ensures that you’re not wasting time and money on efforts that don’t align with your core brand message.
    4. Higher Perceived Value: Effective brand positioning can allow you to charge a premium. When customers perceive added value in your brand, they’re often willing to pay more.
    5. Cultivates Brand Ambassadors: A strong, unique brand positioning can lead to passionate customers who become brand advocates, voluntarily promoting and vouching for your business.

    In conclusion, brand positioning isn’t a luxury reserved for big corporations. It’s an essential tool in the small business owner’s toolkit. By understanding and leveraging your unique position in the market, you can ensure your business not only survives but thrives in today’s competitive landscape. Embrace the process of defining your brand’s position; the rewards are well worth the effort!

    Still unsure if you can successfully carry out your own brand positioning exercise, read this 8-Step Process to Undertake a Branding Positioning Exercise. If then still unsure reach out for support.

  • Acclaim Celtic Dancers

    Acclaim Celtic Dancers

    Like many small businesses in Nanaimo, Desirée has a very limited marketing budget.

    She wanted to expand the services that Acclaim Celtic Dancers offers and diversify into planning and holding Celtic themed events.

    With this in mind, we identified a ongoing digital plan that involved, website updates, social media marketing, along with some traditional marketing, such as networking and print media, that met the needs of the business within the budget.

    In addition, we support Desirée and Acclaim Celtic Dancers with coaching on marketing strategies that can be replicated as and when needed. Desirée books marketing coaching sessions as and when she feels the need to improve her understanding of how to implement marketing for Acclaim Celtic Dancers. All the sessions are held remotely and recorded so Desirée can refer to them over and over.

  • Green Tech Property Care

    Green Tech Property Care

    Owner Shane was referred to us by an existing client Lendlab Inc. Green Tech Property Care had previously used another supplier for both their onsite and offsite SEO. They feared that something was amiss and asked us to carry out a digital marketing audit. We supplied numerous recommendations to improve their search engine ranking.

    After giving their previous supplier time to adjust and implement the recommendations. Green Tech Property Care after doing their due diligence decided to move their SEO marketing to us.

  • Fenrick Construction

    Fenrick Construction

    Fenrick Construction builds both dream homes and outstanding commercial buildings. They identified that they needed a website and a digital presence to increase their creditability. They were referred to us via Karve Solutions. We went through our tried and tested award-winning website build process to create a simple but effective website that reflects the quality of their services. In addition, we made several marketing recommendations to utilize digital marketing.

  • Lendlab Mortgage Inc

    Lendlab Mortgage Inc

    Balraj of Lendlab Mortgage Inc approached us to Beta test the effectiveness of a potential future Google PPC campaign. We identified and tested a range of keywords and a range of Google Adverts. After a three-month trial period, we submitted our findings and recommendations for future PPC campaigns.

    In addition to the PPC research, we commenced a basic SEO marketing package again to measure the effectiveness. We provided monthly reports on both on-site and off-site SEO recommendations.

    We have supported Lendlab Mortage Inc with both business and marketing planning sessions.

  • ABCGPO

    ABCGPO

    The Association of BC GPO’s (ABCGPO) was referred to Friendlier Marketing of Nanaimo by an existing client. The Association of BC GPO’s were unsure if they needed a website for their members.

    We conducted a website needs audit. Together, we identified that they needed a new easy to navigate website that would encourage new members to join and give existing members a portal. In addition, they wanted to include a basic resources page and blog.

    We went through our tried-and-tested award-winning web design process and delivered their website, along with training, to enable them to update their website without incurring the cost of a web developer.

  • Gorilla Property Services Nanaimo

    Gorilla Property Services Nanaimo

    Curtis approached us initially to ask us to audit his digital presence and its effectiveness against a clear set of targets and objectives. Following on from the audit, he asked us to manage his local google my business profile and make monthly recommendations on the effectiveness of his marketing strategy including his email marketing newsletter. We meet monthly to discuss past marketing and inform future marketing activity which is undertaken by the Gorilla Property Franchise.

  • Wildewood Health

    Wildewood Health

    Krista approached us to help kick-start her marketing. We started by reviewing the current marketing activities against existing business goals. We then helped identify key customer demographics and the solution they required.

    As part of the project, we reviewed which marketing strategies would give a greater ROI and which were short and long-term.

    We currently manage their SEO marketing in-house, along with their PPC for Google Adwords. We work with their other providers such as social media marketing, video marketing, and content marketing to ensure all the 4 P’s of marketing are sending out consistent correct communications.

    We meet with the CEO and Operations Manager once a month to review the effectiveness of marketing activities and make recommendations for future marketing activities, including People and Processes.

  • Vancouver Island Home Group

    Vancouver Island Home Group

    Cory asked us to support his team with Digital Marketing and Social Media coaching. We audited the team’s current activity and made recommendations based on business objectives. Cory and his team reach out as and when needed for marketing support.