Brands create content everyday. Text, images and video is how you tell your story. But telling the right version to the right audience can get tricky. Versioning isn't really the issue, targetability and delivery become the biggest hurdles. So how do you overcome such hurdles? Develop an audience strategy to use ubiquitous tools to convert your competition's customers into your own.
Bowtech wanted to engage with 100k+ archers that did not currently own their products. They wanted to know answers to these crucial psychographic questions for each archer:
Which brand did they currently own?
Which brand did they intend to buy next?
When would they buy their next bow?
How much would they spend on that next bow?
What features were paramount on their next bow purchase
Where did these people live?
Audience Sherpa was tasked with acquiring these leads and bringing their contextualized data points to life with an email and sms campaign to drive sales at 1,000+ local dealers. The brand created 3 simple videos speaking to each of their major competitors' customers. They de-positioned the competitors' products while showcasing the clear benefits of Bowtech's newest bow. They also used the aggregate results of a crucial poll question to reinforce their newest flagship product.