FEATURED WORK

BRANDING TO GAIN A COMPETITIVE ADVANTAGE

TigerDirect rebrands to increase B2B marketshare

OVERVIEW

TigerDirect, known as one of the oldest and largest consumer retailers of IT hardware and software products wanted to diversify their sales and appeal to a B2B audience. We were commissioned to reposition and rebrand the company to make a leap as the “cheap” consumer retailer to the strategic partner SMBs and enterprise companies can trust with their most complex IT technology needs to move business forward. As part of our strategy, we partnered with Shark Tank’s Kevin O’Leary, aka Mr. Wonderful, to become our spokesperson to hep catapult the brand forward.

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BRANDING

In order to truly differentiate themselves, we helped TigerDirect examine their competition, and undertook a rigorous audit of their current brand. We uncovered that they had no single, galvanized message that spoke to their constituency, since their entire focus had been centered around price.

We helped TigerDirect redefine a new vision for the future and anchored their new brand DNA around their new mission which in turned become the rallying cry that would unify the company around a key message that would define what they stood for and what they needed to do to win.

Our goal wasn’t simply to give TigerDirect a brand makeover, but to set the foundation that would evolve the company from a transactional model to a company that focused on delivering value and establishing profitable relationships through the daily delivery of their brand promise.

LEAD GENERATION

With the new “Do More, Better” brand in place, we partnered with Kevin O’Leary to create an integrated lead generation campaign that would entice prospect down a marketing automation funnel and reward them with premium content through each of their interactions. The content consisted of a campaign where Kevin O’Leary would share his Wonderful Business Tips. We created emails, landing pages, cheat sheets and a video library that users would access the deeper they engaged in the campaign.

VIDEO CONTENT

Video became a huge component of our rebrand to help build trust and create value through engaging video content that prospects, customers, partners and employees could learn from and enjoy. We created a marketing launch video that unveiled the new brand, as well as hundreds of videos with Kevin O’Leary and his Wonderful Business Tips series.

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SALES ENABLEMENT

With the new brand and marketing programs in hand, we developed TigerDirect’s partner program, demand generation portal and sales collateral to help them transition into a B2B technology reseller and nurture their relationships. We helped them create a tiered partner program, with a defined sales and onboarding sequequence with automation of follow up emails, notifications, landing pages, sell-sheets, brochures, call scripts, shipping inserts and much more.

RELATED WORK

Marcus & Millichap

FEATURED WORK

REBRANDING A NYC LEADER

Marcus & Millichap rebrands their multifamily real estate division

OVERVIEW

New York Multifamily (NYM), a subsidiary of Marcus & Millichap, NYC’s leading multifamily real estate investment firm was in need of a major brand overhaul to combat competitive threats. We helped NYM bridge the gap between private capital and institutional investors through a comprehensive rebrand and a digital transformation that also helped to automate key parts of their business process, and give them a competitive advantage.

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BRANDING

Through extensive research we devised a brand strategy that would allow the company to be repositioned as leaders in their space by leveraging their core strengths as “niche experts” powered by technology and the resources of a national organization, Marcus & Millichap. We then modernized their brand DNA from naming, to visual identity to messaging. New York Multifamily would now be know as NYM and their new logo and brand would exude NYC wealth, power and elegance.

WEBSITE

With the new brand in hand, we overhauled their website to look and function as a clean, modern digital experience across all devices. We re-architected their website using the latest user experience practices to deliver their value proposition that led prospects or clients to easily take action and find what they wanted fast. The design was minimal and utilitarian with dynamic content and navigation functions leading the design approach to deliver an enjoyable and intuitive experience.

SALESFORCE INTEGRATION

This is where a lot of the magic takes place on the NYM website. Beautiful and easy to use on the frontend, but highly complex and loaded with technology integrations on the backend to make managing and updating property information and managing leads effortless, or shall we say automated. We built a custom dashboard with seamless integration between WordPress and Salesforce to ensure there was one centralized truth for data.

MESSAGING

As part of the rebrand we also created a new messaging platform that allowed the company to speak as one voice and clearly deliver their value proposition and core message across all marketing initiatives. We unearthed their mission, vision and core values. We then established the tone and copy for each of their products, services and their unique differentiator.

SALES ENABLEMENT

With the brand foundation and website infrastructure set, we then redesigned all of NYN’s sales enablement and marketing collateral. We created a unified look with their new messaging infused into all of their collateral, and as part of the digital transformation, we synced up the document creation process with their Salesforce CRM to create blazing fast collateral on-demand. This included offering memorandums, proposals, sales reports, market reports and other documents that would help NYM close deals faster and in style.

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Rafael Soberal

Rafael is a hands-on creative leader with over 20 years of building award-winning initiatives at public holding companies and startups. An expert at conceiving and directing comprehensive brand initiatives, digital products, and data-driven marketing programs, Rafael creates transformative brands that connect business value with consumer behavior. Rafael started his career at Ogilvy & Mather building global creative campaigns for IBM's Small Business Agenda, e-business, Thinkpad, Netfinity servers and Intellistation. Rafael left the comforts of Ogilvy for the excitement and challenges of creative startups. The first was The Concept Farm, which he helped to become one of AdAge’s fastest growing small agencies. He then partnered with the farmers to co-found La Finca Creative, a Hispanic creative agency that soon won national acclaim and AdAge gold awards. Rafael continues building high-performance creative technology agencies that accelerate business growth and spearheading various purpose-driven initiatives.

Adrian C. Tennant

Co-founder of Blue Kite, Adrian Tennant is an Internet pioneer with a track record of establishing and growing digital businesses internationally. Adrian was a TV producer working for Discovery on Shark Week in the early 1990s when he first encountered the Internet. After returning to London, Adrian established Alchemy Digital in 1996, which differentiated itself with a user-centered design philosophy. Adrian led consulting and e-commerce engagements for clients including Dell, Ericsson, GE Capital, ITV, McVitie’s, Philips, Sony, Twinings Tea, and Wyeth. Based in the United States since 2006, Adrian has been involved in startups and managed technology, digital strategy and production for two advertising agencies. As Chief Experience Officer at Blue Kite, Adrian leverages his entrepreneurial experience, developing strategic research processes, facilitating tests sessions and formulating data-driven insights. Adrian is a member of the Neuromarketing Science & Business Association and User Experience Professionals Association.

Terri Cordova-Hewitt

Terri Cordova-Hewitt is a marketing and communications professional working in integrated marketing planning, brand strategy, public relations and social media. Terri has 20 years of both client and agency experience with organizations including USF, Westfield Corporation, Moffitt Cancer Center and Empath Health (formerly Suncoast Hospice). An entrepreneur too, Terri established an e-commerce boutique, leveraging social media channels to grow her audience. Terri’s role as RICG’s Chief Strategy Officer encompasses group account management, strategic planning, bilingual test moderation and developing breakthrough consumer insights.

Christopher DeSantis

Christopher DeSantis is the founder and CEO of RICG where he has partnered in developing data-driven strategies for companies such as Disney, Prudential Financial, Genworth Financial, Nickelodeon Suites Resort, OppenheimerFunds, SunAmerica, and Mohegan Sun. The communication programs and workflow processes Christopher put into place have played integral roles in helping clients market themselves more effectively and efficiently, while simultaneously delivering unprecedented returns on investment. A serial entrepreneur, Christopher has served as mentor and coach to innovative digital and social media businesses in New York and New Jersey.

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