Elevating an emerging hardware brand to compete in a crowded market by showing the possibilities of self-service public computing.
In 2017, IoT and cloud computing were creating a new whitespace in the traditional kiosk market. Consumers were now expecting digital-self service agents to guide them through physical spaces and technology was capable… but someone needed to tell the story.
ZIVELO was a kiosk solution differentiating on premium product design, high end components, and airplane grade hardware finishes. The company had grown through search engine optimization, Salesforce, and a process-optimized sales team. But as competition grew, the company began to see costs increase and a drop in effectiveness which was impacting growth.
They needed to move beyond a search optimization conversion model into something that could help their evolving customer base get a better understanding of ZIVELO’s one-of-a-kind solution and support experience. With only one showroom for its physical products in Arizona and a high cost to ship and install at trade shows, they needed to upgrade their web experience from a traditional online catalog into a virtual showroom. In combination with newer marketing automation solutions, the website would need to drive highly qualified buyers into their high touch, consultative onsite solution planning process.
Through internal discussions with sales teams and field research, we discovered that audiences seeking kiosks for a specific industry goal didn’t want to buy hardware only on aesthetic.
Clients wanted to understand how the technology they were considering would work in the context of specific industry use cases. They wanted to know how easy it would be to deploy the solutions in market. And they wanted to know the company they were working with was an industry thought leader driving the innovation in the space.
This led to the following project goals:
Establish ZIVELO as a leader in the emerging “self-service public computing” whitespace
Visualize use-cases for key market segments using concept brands to help buyers more easily understand the application of this technology and enable quicker sales of preconfigured options.
Modernize the presentation of product lines including configuration options and downloadable supporting documentation to increase self-service buying habits and enable marketing automation.
Immerse the potential buyer in the art of the possible
Without approved case studies from existing clients like Starbucks or McDonalds, helping customers see the opportunities for kiosks was challenging. In an industry use to buying hardware and then hooking it up, ZIVELO was offering a complete end to end immersive experience. Bringing use cases to life in the context of an imagined physical environment helped the buyer to see what public computing technology could do to drive consumer experiences. This involved:
Using “concept brands” to describe market-specific use cases for Fast Casual/QSR, Connected Retail, and Navigation/Wayfinding.
Prototyping and placing brand-specific user interfaces in the product visuals showing how hardware and software combined to deliver an immersive experience.
Rendering physical environments to place the solution in situation allowing potential clients to see the scale and utility of the kiosk as a self-service agent.
Define and integrate end-to-end marketing to sales workflows and processes
Leveraging the best practices and technologies that grew the company to date, we extended and evolved the model to accommodate use case specific buying patterns, new marketing conversion tools, and post-sale product production and fulfillment communications. These improvements:
Enabled routing to standard or premium transaction paths based on Challenger sale approach.
Ensured continuity in storytelling between web and agent-based selling by making the same immersive web experience available in traditional sales and marketing literature.
Integrated pipeline directly into a customized ERP/ MRP & CRM systems translate requirements into consistent products and automated fulfillment timelines.
Extending core tools to Partners and Resellers
ZIVELO had an opportunity to efficiently extend its sales team by activating a network of consulting and integration partners. To do so, it needed to build out partner sales tools and systems.
This Wordpress and Salesforce partner portal enabled partner organizations to easily access up to date sales and marketing information and register leads directly into the enterprise Salesforce system.
Increased conversions (average 70 leads per campaign) vs traditional SEO approach
Inverted paid to organic traffic trend over 2 years reducing total marketing spend—gaining significantly on earned media
Soulution Outcomes
500% increase in organic keywords recognized by Google
830.98% increase in monthly visits over 2-year period.
Supported growth leading to acquisition by Verifone