Branding a European multi-channel marketing platform for U.S. customers
Our Role
Brand Platform
Brand Voice & Tone
Content Strategy
Content Development
Website Messaging
Interactive Report
When online retailers and digital marketing agencies want to drive sales, they turn to Channable, a Netherlands-based, all-in-one platform for eCommerce growth. Channable helps companies optimize their eCommerce channels, generate automated PPC campaigns, and integrate with thousands of popular online marketplaces around the world. To execute a brand messaging platform that speaks to new customers in the United States, Channable partnered with Block Club.
Challenge
As a well-established SaaS company in Europe, Channable already had a defined brand messaging strategy in place, but they needed to tailor it to the idiosyncrasies and attitudes of U.S. customers—an emerging market for Channable. Their goal: Create compelling messaging and content to capture the attention of a U.S. audience—without compromising its existing brand identity.
To meet its objectives, Channable needed help “Americanizing” its content with a modified brand messaging platform, developing a hyper-specific content strategy, and producing high-quality and compelling content.
Opportunity
While Channable’s capabilities were clear, the company’s content strategy needed to address the U.S. market’s demand for fast, frictionless, far-reaching solutions. By putting user customization and control at the center of its brand messaging platform, Channable was ready to engage U.S. consumers with a dynamic tone, establish itself as a thought leader in a crowded eCommerce ecosystem, and position its digital marketing platform as a premier tool for customer growth.
Solution
Block Club worked alongside Channable to develop a brand messaging platform that serves as a central point of reference for the company’s communications in the United States.
Over the course of a 12-month engagement, we developed clear-cut talking points for sales teams, core messages to convey across multiple verticals, high-level product descriptions, customer-centric value propositions, and a brand story centered around key customer pain points. As a result, Channable stakeholders were able to speak clearly and confidently to U.S. buyers—online and in person.
Meanwhile, Block Club developed a content plan that addressed common themes throughout the customer journey—each strategically aligned to generate overall brand awareness, promote Channable’s digital marketing platform, and/or provide eCommerce education to customers. Carefully crafted to solve problems for specific personas, Channable’s blog posts, emails, and web copy culminated in a brand voice that established trust with customers in a convoluted eCommerce environment. What’s more, Channable’s sales team is now empowered with reliable resources to attract clients and close deals.
As part of our content retainer, we collaborated with Channable’s data, marketing, and design teams to develop an interactive trends report, State of eCommerce for Agencies: Building a Smarter Marketing Strategy. Complete with pages of beautifully designed, actionable insights the report helps to establish Channable as a thought leader and valuable eCommerce resource for its target U.S. audience.
Results
Today, Channable’s messaging platform serves as a driving force to entry points in the U.S. market. With an established set of strategic recommendations and standards, Channable’s teams aren’t just telling the same story—they’re all on the same page. As a result, the company is neatly aligned and poised for growth as it continues to separate itself from competitors in a crowded, complex industry.
Additionally, Channable’s sales and marketing teams point to the interactive trends report, which is featured prominently on the company’s blog. As a value-add, Channable was able to pull out key concepts from the report and convert them into new blog posts and short videos, furthering its ROI.
Finally, our team’s website A/B testing informed critical updates to Channable’s website, allowing it to provide the most important outcome of all: a smooth and easy customer experience.