The Walk

Real human stories build brand trust with SME businesses.

Not all small-to-medium-sized businesses understand what cloud computing can do for them, so when they hear the name Amazon Web Services (AWS), the assumption can be that this technology, and its rather large supplier, is only for big companies.

This couldn’t be further from the truth. AWS is the most widely adopted cloud computing platform on Earth because of its ability to meet the needs of organizations – big or small.

AWS tasked The Walk with educating those smaller customers unfamiliar with what its platform could do for them. The subsequent flow of genuine customer testimonial videos and blog articles provided proof straight from the proverbial horse’s mouth.

Project Challenges

Being the world’s most comprehensive cloud computing platform can be something of a hindrance when attempting to relate to the SME market.

The Walk realized AWS’s need to humanize its brand to breach this gap and show the value its platform could offer this target audience.

The challenge was to share meaning, which is a complex value proposition.

The Walk determined a series of customer stories delivered via video and blog could call attention to the real-world benefits some small businesses are already achieving after making the leap to AWS Cloud.

Project Goals

The Walk’s strategy was to flip the coin, focusing on the SME businesses who’ve achieved great outcomes using AWS, as opposed to the typical approach of AWS itself being the focal point.

By doing so, AWS could show its relevance to smaller businesses is just as powerful as for large enterprises.

The Walk focused on:

• Humanizing the AWS brand
• Building trust in the SME market segment
• Demonstrating the value of the AWS Cloud service
• Simplifying the brand’s value proposition

The Walk’s Process

Sourcing SME customer stories

It was strategized that showcasing a range of different use cases across several industries could make the biggest impact on SME perception of the AWS Cloud, and its relevance to smaller operators.

The Walk emphasized the platform’s versatility, which is designed to support small business growth and scalability.

Homing in on pain points

The next step in the journey involved interviewing key staff at each business, emphasizing discovering the pain points that the AWS Cloud ultimately resolved.

An in-depth analysis of each company’s initial challenges provided relatable case studies intended to resonate with organizations contending with similar challenges.

Project Solutions

The Walk looked at how the AWS Cloud solved each customer’s challenges, but instead of prosaically listing the platform’s features, the focus was on the real-world benefits felt by each organization.

These small businesses were also asked to elaborate on what it was like to partner with AWS, including the level of support they received when implementing its solutions.

This resulted in customer testimonials based on the personalized care and genuine relationships provided by AWS, in conjunction with each business demonstrating how the easily modifiable AWS Cloud platform was used to solve their business problems.

Project Results

AWS Cloud now has a broad range of video and blog marketing collateral from real people at real businesses explaining how AWS Cloud improved their businesses.

Here’s a sampling of these stories: AWS customer, Tinyme, expanded its eCommerce presence from just Australia to 9 different countries.

Customer CareMonitor went from no telehealth at all to hosting over 34,000 patients in just 1 week. Farm monitoring hardware customer, Levno, implemented native IOT services in AWS to deliver its own customer’s optimal insights.

Real human stories demonstrate potential

Each video and blog story provided by these small businesses offers personal level communications on how the AWS Cloud platform solution benefited their businesses.

Coming from an experiential perspective, this provides authentic testimony to the opportunities that exist for small businesses who wish to grow and scale – it can be done with AWS Cloud technology.

Want to use stories from real people to relate to your audience like AWS Cloud?

Storytelling is a form of marketing that resonates on an emotive level with your target audience.

Australian start-up InstantScripts came to The Walk Agency with a proposition: to build awareness of their healthcare services: online prescriptions, telehealth consults, medical certificates, and pathology tests.

The Walk Agency revamped its marketing strategy and positioned InstantScripts as the leading Australian provider of digital healthcare.

The Task

When InstantScripts came to The Walk, they wanted to improve their online advertising campaigns that were delivering diminishing returns. They tasked The Walk with recreating a marketing strategy that fuelled growth and to outperform the results of Australia’s leading digital performance agency, using the same channels. Challenge accepted.

The Goals

The Walk wanted to position InstantScripts as the gold standard when it came to digital healthcare services in Australia, and they knew that a multichannel marketing strategy was the way forward. They focused on driving brand awareness and increasing customer lifetime value.

The Process

1. The Walk pitched a new brand direction with a new brand voice that was caring, informative, professional, and relatable.
2. The Walk created multiple landing pages that targetted the needs of different consumers by focusing on specific health services like medical certificates, STI tests, women’s health, and men’s health. By narrowing in, InstantScripts was able to reach a wider audience and provide more relevant content.
3. The Walk created display ads, search ads, and social content to reach a wider audience and watched closely to see which ads were driving the most traffic to the website and subsequent landing pages.
4. The Walk developed a series of emails that nurtured the InstantScripts customers offering deals, news, and service updates to stay top of mind and encourage re-purchase.
5. The Walk requested feedback and customer testimonials to boost customer trust and acquisition conversion.
6. After three months, The Walk proved they could outperform InstantScripts’ previous agency and began testing other online and offline channels including radio and television. A brand persona was developed to represent the ‘new face’ of the brand in the new TVC, which was then used across the board in other channels.

The Results

The Walk’s time and commitment to developing InstantScripts’ comprehensive marketing strategy and new brand identity resulted in sky-high engagement.

In just three months, The Walk doubled the results of InstantScripts’ previous agency.

• Within three months, InstantScripts saw first-time sales increase by 19.3% and repeat purchases increase by 38%.
• After three months, The Walk had improved InstantScripts’ sales by a further 50%.
• InstantScripts had a 78% increase in website traffic, a 23% increase in CTR on Facebook, and a 14% reduction in cost-per-conversion.

Want to Become an Industry Leader?

The Walk Agency has expertise in balancing customer acquisition and retention. They help their brands attract new customers in the short term and long term. Speak to a team member at The Walk Agency to grow your marketing strategy and achieve your growth targets.

Fronditha Care, a not-for-profit organization for aged care services and residential homes came to The Walk to widen their target audience and awareness of their community in Newcastle, New South Wales.

The Task

When Fronditha Care came to The Walk, they had two audiences they wanted to promote their care services: citizens in need of aged care and their mature age children. The Walk needed to identify and accurately target these groups within the local area of Newcastle and surrounding communities.

Fronditha Care wanted to focus on presenting their quality care as warm and trustworthy so that families could feel comfortable that Fondithera Care was the right service for their loved ones or themselves.

The Goals

• The Walk’s first goal was to launch Fronditha Care’s campaign on Facebook because they knew it was the best place to target their social demographics with compelling visual ads.
• A Google search campaign, using lead generation extensions was implemented so that Fronditha Care was the first search result for anyone seeking aged care in the area.
• To target audiences, who lived predominantly offline, The Walk also ran integrated print and radio campaigns with a custom phone number that people could call (and that they could track back to the campaign).
• The agency also outlined the aged care facility in succinct detail on the landing page and offered to capture the details of interested people who would then be contacted by Fronditha staff.

The Results

Fronditha Care received a flow of positive inquiries via the landing page, campaign phone number, and Google search. Knowing that this targeted approach could deliver local leads for their brand, the campaign learnings can be used to drive interest in their other facilities when needed.

Wanting to Attract a Local Audience Like Fronditha Care?

Take advantage of niche targeting to speak to a specific demographic and locale, and get your product or service in front of the right people at the right time. Speak to a member of their team at The Walk Agency to see how they can help.

The Walk wrote a script using constant positive messaging and humour to help Lenovo Premium Care tell its story to the world.

No one likes needing tech support. If you’re calling, it means you’re having an issue with a high value purchase, which you’ve spent time trying to solve yourself, but ultimately failed. While that’s the primary goal of Lenovo’s consumer support service, Premium Care, when The Walk was asked to sell the benefits, they discovered there was a lot more on offer that didn’t rely on something going wrong.

The result was a set of 3 videos that were 2 minutes, 30 seconds and 15 seconds in length, which highlighted the professional attention to detail and benefits of the service. Standards of quality were set in the videos allowing customers to know what they can expect from their service.

The Goal

Lenovo was releasing their newly developed Premium Care service, which provides amazing customer care for buyers when there’s an issue, but also adds value to the customer experience when there isn’t. With the service launching globally, they needed a succinct communications piece that would quickly tell the story of the offering, and why customers should sign up. The challenge was to help the audience understand that, in addition to priority tech support, the service offers so much more over the life of their product.

The Route

It was quickly clear that a slick and compelling video would be the ideal complement to the usual brochures and flyers that were already hitting the market. The big launch was to be at a major European consumer technology conference, which meant high expectations and a tight deadline!

Another challenge was to sell a service that in an ideal world the customer would never have to use. Lenovo came to The Walk for a great solution that would tell this compelling story of features and benefits.

The Walk

To sell in Premium Care, The Walk wrote a script that put the features and benefits in context, using constant positive messaging and humour in just the right places.

In just two days, over three locations, captured a diverse cast of talent in scenarios with Lenovo products to bring the story to life.

The footage was cut to one longer hero piece plus 30-second and 15-second spots. Overlays were created for the conference (where the audio would be unclear in the background noise) and they were subtitled in six languages for international release.

Lenovo Premium Care was ready to have its story told to the world!

Want a captivating video to tell the story of a new product or service?

Video is a great medium for telling a product story that people will actually remember. It’s one of the most consumed media types worldwide, and with better mobile devices and faster connectivity, that’s only going to increase. Contact The Walk now and see how they might be able to help you share your unique story and win more customers.

By boosting relevant traffic to the campaign pages of Stax, The Walk aimed to grow Stax’s audience with a longer-term brand development.

Stax is an innovative cloud monitoring system with a unique focus on AWS. It allows AWS customers to track and optimise their spend on different resources, cutting out wastage and helping businesses to get the best value from their spend.

They were a newcomer to an already congested market and were having a hard time getting found by potential customers. It was determined that a lack of brand recognition meant they did not maintain much momentum after the initial phase of sales and sign ups as a startup.

The Task

Stax has a great product, so it was all about getting them in front of the right audience and building credibility.

The Amazon marketplace is a busy place, with thousands of add-on apps and services available. Stax not only needed to drive traffic directly to their listing, but also to help potential customers understand their highly technical value proposition.

They found difficulty conveying their highly technical value proposition, which is problematic for an unknown brand. They struggled to display customer benefits, which is common among technology startups. The initial task is to increase brand recognition, highlight the value proposition so that sales begin to start gathering momentum.

The Goals

The goal was to grow Stax’s audience by boosting relevant traffic to their campaign pages, then leverage that increase in brand visibility to convert customers. All the while, it was critical that The Walk kept one eye on the longer term brand development as they forged a path into the future.

The Process

Collaborating closely with the Stax marketing, design and development functions, The Walk worked to create a coherent messaging sequence that would lead customers to the landing pages where they could be convinced to convert.

A smart HTML5 display campaign driven by dynamic data sources worked in tandem with targeted search to capture a large audience and deliver a highly positive brand experience.

Audience Compatible Message

Initially, customer problems were highlighted and what unique aspects of Stax can help overcome them. With a deep understanding of the target audience and their core problems, The Walk was able to write messages that honed in on what the audience cared about.

• Additional conversions were generated by showing case studies to improve credibility.
• They created newsletters to get featured content to the right people.
• They developed multiple messages that spoke directly with specific audience segments to highlight their own AWS challenges.

Organic SEO Approach

They executed an SEO audit to visualise the road ahead. They worked with Stax to formulate an SEO strategy that improved rankings.

Creating the SEO strategy was straightforward since at this stage they already had key information. This included customer challenges and what benefits Stax was after. Content was created for both, short and long term goals. They focused on keeping the reader and search engine spiders happy simultaneously.

Spreading the Message

• 2.8 million customers were reached using multiple digital channels like Google Display & Video 360 and Google Search Advertising.
• Beautifully designed and executed HTML5 ads were used for a high quality brand experience.
• A/B split testing was carried out on parallel landing pages, with each optimised through the campaign to improve conversion rates and engagement.

Want to Increase Brand Awareness and The Number of Leads?

The Walk can help you get higher quality leads and floods of new traffic via a compelling and dynamic marketing strategy. You can get in touch with The Walk to get started on your journey today.