December 20, 2018 Production Advantage Hires Brandthropology for Major Brand Revamp
We love working in Vermont. One of the big reasons is you are always finding cool businesses tucked away in places you wouldn’t expect. One such case is Production Advantage, an eCommerce theater goods and services company operating out of Industrial Avenue in Williston. It has evolved from its roots as a catalog company dating back to the early 90’s.
Over the last couple of years at Biz Expo, Ron Kline (the General Manager) had stopped by our booth to talk branding and marketing. He recognized that the transformation from being primarily a catalog company to being an eCommerce player was not complete. Recently, he called us up and said he was ready to finally pull the trigger on working with us. What has followed has been very rewarding.
As per our normal process, we’ve started with a “deep-dive” on the business to understand its current positioning in the market, the current status of the brand, and the competitive context for choice in the industry. There was lots to learn. But the folks at Production Advantage are a joy to work with, the industry itself is fascinating, and we made a lot of headway in a very shortened time table.
They had already been working on setting up a new eCommerce site based on the BigCommerce platform, and recognized the need for new branding to enhance the user experience and marketing efficacy of the site. You can see their former site, which is still live, here: http://www.productionadvantageonline.com/. Let’s just say they were definitely overdue for new branding.
Contrast that with the work we’ve put in place that includes a new logo, a new brand identity system, not to mention significant amounts of coding help that has helped add target audience segmentation into their marketing mix. We’ve also, as a result of our marketing findings work, put in place a restructured positioning for the firm, bringing their humanity and expertise the fore. We also partnered with them in the selection of the theme that would be used to skin the BigCommerce background, amending it to suit. Have a look at the new work here: https://proadv.com/.
With the site nearly complete, we are now moving on to enhance how the firm identifies, prioritizes and funds the various conversion funnels that we have structured. We are also now working to define marketing metrics that will be displayed on a real-time 24-7 dashboard. We look forward to giving you an update on the impact this work has on their business.
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