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10 Surprises from Our Product Launch and Re-Brand

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This webinar with Convirza, Fluid, and Direct Marketing News discusses some specific surprises from the change from LogMyCalls to Convirza.

Recently, Log My Calls underwent a rebranding to a new name, Convirza. With this comes many changes, including call tracking, deep call analytics, and call marketing automation. The previous name, Log My Calls, did not accurately represent the scope of services offered.

1. Internal Compliance and Engagement

2. The Small Things

3. Choosing a New Name

4. How Easy it Was to Get Our New Logo

5. Defining Our Message

6. Old v. New: Site Architecture and Functionality

7. Introducing The New Website

8. Digital Marketing: How to Maintain and Grow Brand Value

9. Leveraging Motion Graphics To Tell Your New Brand Story.

10. How To Measure The Impact of a Rebrand Over Time

From the experience the Convirza rebrand from Log My Calls to a more comprehensive analytical call tracking, call conversion, and call analysis site, here are a few tips.

1. Recognize

Identify the reasons behind the rebrand. Why are you choosing to do this, and what are you hoping to accomplish? What is your current position in the mind of consumers, and how do you want it to change.

2. Define

When rebranding, you have a rare opportunity to place yourself in the minds of consumers and peers where you want to be. Take this time to strictly define your value proposition, and how you can convey this best to others.

3. Create

This is the final stage where all your planning comes to fruition. Everything from the website to a new logo will be represented here based off your research findings. Involve others in this process and make sure it defines your company.

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10 Surprises from Our Product Launch and Re-Brand

  1. 1. 10 Surprises from our Rebrand and Product Launch
  2. 2. • Formerly LogMyCalls – Re-named in May 2015 – Announced $20M funding round last week • Call Marketing Optimization – Call tracking – Deep Call Analytics – Call Marketing Automation Who is Convirza?
  3. 3. Clients
  4. 4. Our name didn’t adequately describe our services and was not a good match for our new product. A rebrand was necessary and now was the time.
  5. 5. Timeline • December 2014 – Decision to re-brand finalized • January 2015 – Agency vetting and agency chosen • February 2015 – Name and Logo chosen • May 2015 – Site Launched – Acquired competitor (CallSource) – Re-name announcement
  6. 6. 1. Internal Compliance and Engagement
  7. 7. Even in the last week leading up to the rebrand, we discovered stragglers that had missed the bandwagon.
  8. 8. 2. The Small Things
  9. 9. No matter how hard we tried, no matter how many meetings we had, we knew we wouldn’t be able to think of everything. There would be some process, some system, some piece of content that wasn’t rebranded.
  10. 10. 3. Choosing a New Name
  11. 11. Our CEO laid out some clear parameters: • He liked Latin or Latin-Sounding Names. He also wanted the name to mean something in either English or Latin. • We had to steer clear of names that sounded like existing products or companies (obviously.) No one liked anything. Every Name was awful. After several weeks of brainstorming we still didn’t have name.
  12. 12. The Process • Management Team - Favorites • Company – Poll • Executive Team Conclave
  13. 13. 4. How Easy It Was to Get Our New Logo
  14. 14. Once we had our name down we needed a logo. The process was much simpler. • First we chose a color palette. • Then we had a logo meeting with our marketing agency. • They presented several logos that varied in type and style. With a few minor edits, we had our logo.
  15. 15. 5. Defining Our Message
  16. 16. Our old name, LogMyCalls, did not fully encompass the power of the analytics that we offer. The task of defining our new brand message was ESSENTIAL.
  17. 17. 6. Old vs. New: Site Architecture & Functionality • Adopting and paving the way for new technologies • Leverage the most efficient and effective design to create the best user experience
  18. 18. Old Website View
  19. 19. Old Website View
  20. 20. Old Website View
  21. 21. New Website
  22. 22. New Website
  23. 23. New Website
  24. 24. • Creating a website that stands out • Cutting out the extra and reducing it to the best form it could be 6. Old vs. New: Site Architecture & Functionality
  25. 25. Sites feel more vital and alive vs. static. Because of animation it has more dynamism and is fresh
  26. 26. 7. Introducing the Website to Both Old and New Audiences
  27. 27. 7. Introducing the Website to Both Old and New Audiences • Beaver vs. New Brand
  28. 28. • Don’t lose the essence of the former brand while balancing a more sophisticated approach • Bring the old audience along with you 7. Introducing the Website to Both Old and New Audiences
  29. 29. Interstitial - introducing the old clients to new site/brand
  30. 30. 8. Digital Marketing: How to Maintain and Grow Brand Value
  31. 31. 8. Digital Marketing: How to Maintain and Grow Brand Value • Logmycalls.com vs. Convirza.com • Benchmark • Notify Google • Migrate Content • 301 Redirects
  32. 32. • Current Link Portfolio • Competitive Analysis • New Content – Create and Promote 8. Digital Marketing: How to Maintain and Grow Brand Value
  33. 33. 9. Leveraging Motion Graphics to Tell Your New Brand Story • New Brand in new channels/medians • Give the user a more immersive experience with the new brand
  34. 34. 10. How to Measure the Impact of a Rebrand Over Time
  35. 35. 10. How to Measure the Impact of a Rebrand Over Time • Web and Marketing Analytics – (28% vs. 70% Bounce Rate) • Quality Conversions/Lead Flow • Revenue growth • Brand Engagements • Market Penetration, Value of the Brand to the Industries Served, Awareness and consideration
  36. 36. Thank you! • Phil Case phil@getfluid.com • McKay Allen mallen@convirza.com

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