When we began working with Diablo Nutrients, they had little understanding of their own marketing funnel.
While they had a general understanding of their target market, they wanted to take their marketing to the next level, especially online. In order to do that, they needed to understand their own brand's strengths and weaknesses and find a niche for themselves in a crowded cannabis biotech market.
Their website was outdated and non-responsive. Our biggest challenge was to update their online presence without losing their brand followers. BlackBean decided to lean into the irreverence and unusual brand that Diablo had developed over the years and turn it to their advantage.
Carrying the brand while staying true to their history was key in developing a trade show strategy as well as a digital marketing strategy to expand their dealership locations, and penetrate the US market.
Before we could make recommendations or put a plan into place, we needed to understand their industry and competition. We began by compiling a market research document, using customer information from their website and social media channels as well as data collected from a marketing survey we administered.
This research helped us understand Diablo's target markets more deeply, identifying primary and secondary customer personas and the most effective channels to use to speak to each. We analyzed competitors large and small to identify opportunities for growth and establish a clear picture of Diablo's market position.
BlackBean did the following:
- Explored market position to identify brand and business strengths and weaknesses
- Developed a series of detailed, data-driven user personas to inform social media, newsletter, and blog content
- Provided a roadmap of future projects and tasks designed to increase Diablo's market share and improve marketing attribution and data collection
First of all, the website slaps. It has generated considerable growth and brand awareness for Diablo, even being referenced on podcasts for its ease of use and the custom feeding calculator that BlackBean developed for this biotech company.
Our market research helped Diablo's marketing team get on the same page and coordinate their efforts. It continues to inform Diablo's social media and newsletter content strategies and offers insight into their customer's needs as they continue to grow their market share.
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