Gioteck, designed and engineered in the UK, sells mainstream mid-segment gaming accessories. The brand aims to improve the immersive experience of its customers but dozens of other brands target the same customers with similar products. Needless to say, it’s a challenge for Gioteck to gain quick traction in new markets.
Launch a totally unknown gaming brand in Italy,
First things first; we convinced Italian consumer electronics giant Unieuro and other major players in GDO & GDS to make place on their shelves for Gioteck products. How?
We activated physical and digital channels to reach as many end-users as we possibly could and drive them to purchase. Our end focus was in-store sales, but we used online sales as bait for the online communities.
We grew brand awareness and sales through Facebook, Reddit, Google Maps, and Instagram campaigns, using specific assets and detailed target groups. How? We define personae, identify them, validate the data, ideation, test, report, and refine. This digital approach went hand in hand with correct product exposition and stock management in the stores.
The buyer is happy because his brand is selling and is promoted via the margin that is being reinvested in marketing, and the brand gets better visibility.
The consumer is happy as he finds what fits his / her profile.
