THE CHALLENGE

This was the initial launch of the product, and TimeTrade wanted to be confident their TimeDriver service would be released with a predictable ROI. Prior to the launch, the company needed to develop an identity for their product.

The self-service appointment scheduler appealed to various vertical markets for a variety of reasons. TimeDriver was launching a new product category within the connected Internet marketplace to every one of these verticals. While the overall value proposition was applicable to all, further segmentation was necessary to reach each vertical with a customized and relevant message.

THE OBJECTIVES

• Develop an online presence with a name that when spoken was easy to remember, had an available URL and defined the benefits of the company with a simple logo that was easily viewable online.
• Create a website that predicts the performance of the landing page through test messaging and media.
• Define a user process that engaged traffic to the website to take the important next step of asking for more information in the form of a demo, thus allowing a TimeDriver representative the opportunity to close the sale with a qualified lead.

THE SOLUTION

MicroArts implemented a campaign that was a blend of some key marketing communication initiatives that were adapted for online use and leveraged on a proven website.

Branding
Given the strong Internet marketing focus of TimeDriver, the name, logo, brand identity and positioning had to accomplish three things. When stated with its tagline and seen visually, it explains what the business is, what the key difference is and why the customer should care. The corporate entity identity, TimeTrade, had to relate to the product.

Marketing Communication
Press releases about TimeDriver entering the market within this newly defined brand category of automated self-scheduling were highly optimized online. Key words were consistent with content throughout the site, ensuring top placement in search engine results.

Case studies and user testimonials were essential in providing credibility to the product. By delivering these as online videos, the message was delivered in an easily viewable format that allowed the user to hear the value proposition first hand.

Internet Marketing
After launch, MicroArts worked with TimeDriver to build an email marketing campaign and landing pages to drive users to use the product. To deliver a user adopted system that would provide a predictable ROI, testing was necessary. The goal of the landing page was to drive qualified leads to request a free 90-day trial. Testing resulted in the creation of 30-second "Test Drives" that quickly showcased the value of the product.

Once a successful landing page was created, an email marketing campaign was deployed. A matrix of 32 messages and offers was tested within several databases of prospects. Testing resulted in highly successful conversion to sales.